Government will go ahead with its plan to establish DD International | India News
NEW DELHI: India’s utility broadcaster plans to go global. After a nod from the Prasar Bharati board earlier this year, the government decided to go ahead with its plans to establish DD International, a platform that will give voice to the “Indian point of view” around the world.
Prasar Bharati officials told TOI that the idea behind the launch of a new channel was to make up for the fact that India does not have a global presence on broadcast networks, and most of the news and programming content it is currently designed for an Indian audience.
“With DD International, we plan to change that. There will be broadcasts dedicated to different geographies, 24-hour services, and eventually multilingual content. We will also have to find a balance between how much content to put on the streaming platform and how much digital content to push, as streaming platforms are very expensive to set up and run, ”said one senior. Prasar Bharati the official said.
Weather DD India it is already broadcast in 35 countries where Prasar Bharati has its satellite presence, and the public service broadcaster has made efforts to “internationalize” content with initiatives such as multilingual video content, a dedicated international platform for digital broadcasting and broadcasting, he said. The official will expand the reach of India’s communications.
To begin work on the streaming platform setup, Prasar Bharati has started the process of hiring strategy consultants who will be tasked with studying international best practices to identify content and prioritize geographies to be leveraged in the initial stages. .
The Prasar Bharati official also cited examples from Russia Today, which runs programs in multiple languages, and the BBC, which now runs a digital-only platform in India, as models on which the DD International format can be based.
The move to launch the platform comes at a time when India’s Covid response has drawn considerable criticism in international forums, with various posts and streaming platforms issuing pointed criticism of how the coronavirus pandemic emerged in India, how the vaccination program was delayed and how India is now “starving” poor countries that depend on it for vaccine supplies.
The DD International platform, officials said, will aim to change that narrative and present India’s own version of things.