Lok Sabha Question No. 2791 (UNSTARRED), answered on 2025-12-17
Subject: Improvement in Functioning of Akashvani and Doordarshan
Ministry: INFORMATION AND BROADCASTING
Asked by: Shri Parshottambhai Rupala

## GOVERNMENT OF INDIA

## MINISTRY OF INFORMATION AND BROADCASTING LOK SABHA

UNSTARRED QUESTION NO. 2791

(TO BE ANSWERED ON 17.12.2025)

IMPROVEMENT IN FUNCTIONING OF AKASHVANI AND DOORDARSHAN

2791. SHRI PARSHOTTAMBHAI RUPALA:

Will the Minister of INFORMATION AND BROADCASTING be pleased to state:

- (a)  the  details  of  action  taken  by  the  Government  to  improve  the functioning and competitiveness of Akashvani and Doordarshan in view of the strong competition posed by private broadcasters;
- (b)  the  details  of  measures  implemented  by  the  Government  to enhance  the  popularity  of  Doordarshan's  programmes,  boost  the Television Rating Points (TRP) ratings of its channels and increase advertising revenue;
- (c)  the  steps  taken  by  the  Government to adopt and upgrade new technologies and equipment at Akashvani and Doordarshan stations across the country; and
- (d) the total revenue generated by the Government by Akashvani and Doordarshan from the Private Advertisement segment during the last three years along with the details of initiatives undertaken to further increase income from such Advertisements?

## THE MINISTER OF STATE FOR INFORMATION AND BROADCASTING

## ANSWER AND PARLIAMENTARY AFFAIRS

(DR. L. MURUGAN)

(a) to (d): The Government of India is taking sustained measures to strengthen the functioning and audience reach of Doordarshan and Akashvani in an increasingly competitive broadcasting environment.

To improve content quality and variety, a simplified Content Sourcing Policy  was  introduced  in  2024  to  enable  wider  participation  and faster acquisition of programmes.

New  programmes  are  launched  regularly  and  local  artists  are engaged  by  Regional  and  State  Centres  to  produce  content  in regional languages. Artist and Casual Assignee rates have also been revised to attract better talent and ultimately support quality local content across 66 Programme Production Centres of Doordarshan.

Live  coverage  of  major  national  events  is  regularly  undertaken  to ensure wide  public outreach. Some  of  the examples  include Mahakumbh  2025  (Prayagraj),  WAVES  2025  (Mumbai)  and  ISRO satellite launches.

Technological upgradation includes telecast of several DD channels in High Definition (HD), and strengthening digital presence through the launch of the OTT platform 'WAVES'. DD and other channels are integrated on WAVES OTT, Online NewsONAIR Mobile app, etc.

Akashvani  has  also  launched  audio-visual  podcast  series,  namely 'The Akashvani Podcast' and 'Akashvani Originals'.

Structural  reforms  have  been  carried  out  at  Akashvani,  including defined roles for Cluster Heads/Heads of Offices, focus on revenue generation, content improvement and market outreach. Alternative broadcasting modes such as apps, OTT and social media are  being  leveraged,  supported  by  cross-channel  publicity  and coordinated marketing efforts. Modernization and upgradation of Prasar Bharati are being undertaken  under  the  Broadcasting  Infrastructure  and  Network Development (BIND) Scheme (2021-26) with an outlay of ₹2,539.61 crore. It  focuses on digitalization, replacement of legacy systems, studio and  transmitter  upgradation,  coverage  expansion  and  adoption  of new technologies. Measures to further enhance revenue also include improved client engagement, revenue-oriented content planning, multi-platform promotion and integrated advertising strategies.

The total revenue generated by Akashvani and Doordarshan from the non-Government  advertisement  segment  during  2022-25  stood  at ₹587.78 crore.

*****