Prasar Bharati opens Akashvani to private content creators under new sourcing framework

Prasar Bharati has thrown open the airwaves of Akashvani to independent content creators, production houses and rights owners under a new structured sourcing framework, marking a significant shift in how India’s public broadcaster sources programming. 

Through a fresh Notice Inviting Programme Proposals issued by the Directorate General of Akashvani’s Content Sourcing Division, the broadcaster is seeking to expand its programming slate by tapping into external content across the country.

The move aims to simultaneously enrich Akashvani’s content mix, widen its programming bouquet through third-party sourcing and strengthen the presence of regional language programming across states and Union Territories. It also reflects a clear commercial intent, as the framework is designed to unlock new revenue streams through structured partnerships with private players. 

The initiative has a pan India scope and is being implemented centrally while execution is routed through regional clusters and local Akashvani Kendras.

Revenue Models

The framework comprises three distinct commercial models that define how content creators can engage with the public broadcaster.

Under the revenue sharing model, the production cost is typically borne entirely by the content creator or rights holder. Advertising and sponsorship revenue generated from the programme is then shared between the producer and Prasar Bharati, with the split depending on who manages marketing responsibilities. Producers retain a larger share if they handle ad sales, while the broadcaster’s share increases when it undertakes marketing. 

Free Commercial Time under this model is capped at 300 seconds for every half hour of programming. Content commissioned through this route is ordinarily aired twice, including a repeat telecast within a week of the original broadcast.

The sponsored model follows a different structure. While the production cost remains with the producer or sponsor, they are required to pay a fixed fee to Prasar Bharati. In return, the sponsor is allocated a defined quantum of commercial airtime, which can be used to promote brands, goods or services in line with the broadcaster’s advertising code.

In contrast, the gratis model is positioned as a non-commercial route. No fee is payable by the content provider and there is no revenue sharing arrangement. However, Prasar Bharati retains full rights to monetise such content at its discretion. This model is expected to appeal to creators seeking scale and reach through the Akashvani network without entering into a financial agreement.

Multiple formats opened 

The broadcaster has opened submissions across a wide range of programme formats, including radio dramas, features and documentaries, storytelling series, innovative audio formats, podcasts, quiz shows and music-based programming spanning classical, semi classical, light and folk genres. 

Content can be produced in Hindi, English or any of the notified regional languages, depending on the target audience and the requirements of the respective Akashvani Kendra.

Strict technical and editorial norms have been laid out. Each episode must adhere to a duration of either 14 minutes or 28 minutes, with deviations allowed only in exceptional cases subject to approval. All programming must comply with the All India Radio broadcast code and its commercial advertising guidelines.

Eligibility criteria have been defined broadly to include individuals, proprietary firms, partnerships, joint ventures, limited liability partnerships and companies. However, applicants must hold clear and undisputed rights over the content they propose. 

They should not have any outstanding dues to Prasar Bharati, and this condition extends to promoters, partners and directors in the case of firms and companies. Entities barred from doing business with government bodies or public sector undertakings, or those facing criminal charges, are not eligible to participate.

Decentralised execution 

A notable feature of the initiative is its decentralised execution model. Content sourcing authority has been delegated to Regional Channel Managers and Kendra Heads, who will act as nodal officers for their respective clusters. This shifts the engagement point for content creators from a centralised system to local Akashvani offices across the country.

Proposals are required to be submitted directly to these nodal offices via email. The notice identifies 50 clusters nationwide, covering multiple linguistic and geographic markets from Agartala and Agra to Visakhapatnam and Varanasi. In Maharashtra, key centres include Mumbai, Nagpur, Pune and Panaji, each catering to regional language audiences.

The evaluation process for revenue sharing and sponsored proposals follows a two-stage mechanism. Shortlisted applicants may be asked to submit a set of episodes or full content for preview, along with financial documents and authorisations. Final selection is carried out by an evaluation committee, and applicants may be required to present their proposals in person.

Once selected, content creators must adhere to strict delivery timelines. A bank of episodes must be submitted well in advance of the scheduled broadcast date, with the requirement varying depending on the frequency of the programme. The Head of Programme at the respective Akashvani Kendra will oversee content receipt, preview and coordination.

The last date for submission of proposals is May 31, 2026, with entries to be sent to the designated nodal offices. The initiative signals Prasar Bharati’s attempt to reposition Akashvani as a more open and collaborative platform at a time when audio consumption is rapidly evolving and competition from private radio and digital streaming platforms continues to intensify.