Post organisational shift, Prasar Bharti pursues new avenues of growth
India's largest public broadcasting agency, Prasar Bharti that includes the Doordarshan Television Network and All India Radio is exploring new growth drivers that include expanding on to digital platforms. The broadcaster has 37 active YouTube channels across its network and more than 250 active Twitter handles. They also have the AIR News App that features all their news content seamlessly and offers the option to users to read them in foreign languages as well. This will rake in the growing mobile users that need a reliable and steady source of local as well as national news.
According to BARC data for the past year, the Indian broadcaster has significantly improved its performance in the regional segment. With our National Independence Day and Republic Day on the horizon, the Doordarshan Network is collaborating with Google and YouTube to make available the live stream of the festivities and engage a broader audience. Since these dates bring in an enormous influx of traffic to the channel they want to magnify the discoverability and availability of the event to a much grander scale.
It has been a mere year since the reins of the broadcaster were taken up by Shashi Shekhar Vempati, CEO, Prasar Bharti who independently revealed these changes to the media.