Media Nama: Delhi: Tuesday, 11 November 2025.
India’s state-owned public
broadcaster has not held any meetings since the conclusion of public
consultations on its draft Content Syndication Policy (2025) on September 21,
2025. An RTI filed by Media Nama revealed this and showed that Prasar Bharati
received only seven responses, all of which were submitted via email.
“The matter is under examination as part of the ongoing deliberative process for finalisation of the policy,” reads the RTI reply, which also states that the final version of the Content Syndication Policy will be publicly released after the approval of the “competent authority.”
Some Context:
In September 2025, Prasar Bharati, which falls under the Ministry of Information and Broadcasting, released the draft Content Syndication Policy (2025) with the aim of monetising its programming content through syndication.
In media, syndication refers to the process of licensing content, such as news articles, TV shows, radio programs, or videos, for distribution and reuse by various outlets or platforms.
Under this proposed draft policy, Prasar Bharati will generate revenue through Subscription Video on Demand (SVOD) and Transactional Video on Demand (TVOD) models, replacing freemium models that offer basic content for free and charge for premium content.
The draft offers multiple tiers for syndicating content, such as flat-fee licensing, revenue-sharing mechanisms, hybrid models, and even barter systems, where platforms exchange content instead of cash.
Who Sent these Responses?
Prasar Bharati received all submissions via email between September 2 and October 3, 2025. The following individuals and organisations submitted their proposals:
How does Prasar Bharati plan to Earn Revenue?
The Syndication Review Committee evaluates content proposals for their editorial, legal, commercial, strategic, and outreach value. The committee includes representatives from Doordarshan and All India Radio’s content divisions, as well as members of the finance, legal, OTT operations, technology, marketing, and strategic advisory teams.
The policy bars the use of Prasar Bharati content in political, religious, or commercial advertisements without written consent. It also prohibits inclusion in AI training datasets without explicit licensing and hosting on pornographic, defamatory, or unverified platforms.
However, the policy note remains incomplete, as it lists potential revenue categories, such as linear TV and radio advertising, OTT subscription and ad-supported revenues, and platform bundling with telecom or cable operators, but does not specify the revenue-sharing ratios.
Why Prasar Bharati Matters?
The launch of the Waves OTT platform was likely the first step toward making Prasar Bharati popular and relevant again in the internet-driven media landscape. The aim was to ensure that its content reaches all citizens in India, even in the remotest villages, as well as a global audience. As part of this effort, Prasar Bharati also piloted AI-driven newsroom solutions to reshape broadcasting.
The issue of copyrights of public broadcasters resurfaced during the ANI versus YouTubers controversy, when ANI filed multiple copyright lawsuits against YouTube creators. In response, without commenting on the matter directly, Prasar Bharati posted on social media, inviting creators to use its free wire service platform, PB-Shabd, launched in March 2024.
In another attempt to revive the public broadcaster, Prasar Bharati has also invited bids and sought industry feedback for its Project Management Unit (PMU) to support its Waves OTT platform. The PMU is intended to help the broadcaster in operations and analytical support across departments such as content, technology, marketing, user acquisition, distribution, and revenue.
“The matter is under examination as part of the ongoing deliberative process for finalisation of the policy,” reads the RTI reply, which also states that the final version of the Content Syndication Policy will be publicly released after the approval of the “competent authority.”
Some Context:
In September 2025, Prasar Bharati, which falls under the Ministry of Information and Broadcasting, released the draft Content Syndication Policy (2025) with the aim of monetising its programming content through syndication.
In media, syndication refers to the process of licensing content, such as news articles, TV shows, radio programs, or videos, for distribution and reuse by various outlets or platforms.
Under this proposed draft policy, Prasar Bharati will generate revenue through Subscription Video on Demand (SVOD) and Transactional Video on Demand (TVOD) models, replacing freemium models that offer basic content for free and charge for premium content.
The draft offers multiple tiers for syndicating content, such as flat-fee licensing, revenue-sharing mechanisms, hybrid models, and even barter systems, where platforms exchange content instead of cash.
Who Sent these Responses?
Prasar Bharati received all submissions via email between September 2 and October 3, 2025. The following individuals and organisations submitted their proposals:
- Chiraag Karani, Lead of Partnerships, Licensing, Alliances, Acquisitions at Shemaroo Entertainment Ltd
- Parag Darade, Head of Corporate Communications at Zee Entertainment Enterprises Limited
- Jyoti K from Madhu Entertainment & Media Pvt. Ltd.
- Ultra Media & Entertainment Pvt. Ltd.
- Sharad Agrawal, Media Content Aggregator, Starry Eyes Media Pvt. Ltd.
- Pankaj Bhambhani
- Krishnadeep
How does Prasar Bharati plan to Earn Revenue?
The Syndication Review Committee evaluates content proposals for their editorial, legal, commercial, strategic, and outreach value. The committee includes representatives from Doordarshan and All India Radio’s content divisions, as well as members of the finance, legal, OTT operations, technology, marketing, and strategic advisory teams.
The policy bars the use of Prasar Bharati content in political, religious, or commercial advertisements without written consent. It also prohibits inclusion in AI training datasets without explicit licensing and hosting on pornographic, defamatory, or unverified platforms.
However, the policy note remains incomplete, as it lists potential revenue categories, such as linear TV and radio advertising, OTT subscription and ad-supported revenues, and platform bundling with telecom or cable operators, but does not specify the revenue-sharing ratios.
Why Prasar Bharati Matters?
The launch of the Waves OTT platform was likely the first step toward making Prasar Bharati popular and relevant again in the internet-driven media landscape. The aim was to ensure that its content reaches all citizens in India, even in the remotest villages, as well as a global audience. As part of this effort, Prasar Bharati also piloted AI-driven newsroom solutions to reshape broadcasting.
The issue of copyrights of public broadcasters resurfaced during the ANI versus YouTubers controversy, when ANI filed multiple copyright lawsuits against YouTube creators. In response, without commenting on the matter directly, Prasar Bharati posted on social media, inviting creators to use its free wire service platform, PB-Shabd, launched in March 2024.
In another attempt to revive the public broadcaster, Prasar Bharati has also invited bids and sought industry feedback for its Project Management Unit (PMU) to support its Waves OTT platform. The PMU is intended to help the broadcaster in operations and analytical support across departments such as content, technology, marketing, user acquisition, distribution, and revenue.
.JPG)
.JPG)
