4 hrs ago
Prasar Bharati Bets on Context to Rebuild Trust in News
People can now learn breaking news quickly from phones and social media.
Because of this, television news must offer more than just fast headlines.
Prasar Bharati wants its news services to explain what happened and why it matters.
Its CEO says viewers want deeper perspectives and information they can understand.
The broadcaster plans to use shorter programs, clearer presentation and more reporting from the ground.
It has combined news resources from Doordarshan and Akashvani.
Its Shabd service shares news material with almost 4,000 media organizations and independent creators.
Prasar Bharati is also using AI but says AI-made video and audio should be clearly labelled.
Prasar Bharati CEO Gaurav Dwivedi said viewers increasingly seek deeper perspectives rather than breaking news on television.
The broadcaster is emphasizing shorter formats, sharper presentation and more ground reporting.
Doordarshan and Akashvani news resources have been merged into a common pool.
Prasar Bharati distributes material through Shabd to nearly 4,000 media organizations, including independent creators.
The broadcaster uses AI for translation, transliteration and graphics, while seeking clear labels for AI-generated audiovisual content.
- Who
- Prasar Bharati, led by CEO Gaurav Dwivedi, is adapting its news strategy.
- What
- The public broadcaster is focusing on context, reportage, shorter formats and digital distribution to remain relevant and rebuild trust.
- Where
- FICCI Frames in Mumbai, India.
- When
- The discussion took place on Wednesday at FICCI Frames; no specific date was provided.
- Why
- Television faces competition from social media, messaging platforms and digital creators that deliver breaking news before television bulletins.
Key facts
- Organization
- Prasar Bharati, India’s public broadcaster
- CEO
- Gaurav Dwivedi
- News services
- Doordarshan News and Akashvani
- Distribution platform
- Shabd
- Distribution reach
- Nearly 4,000 media organizations
- AI uses
- Translation, transliteration and graphics
- AI policy
- AI-generated audiovisual content should be clearly labelled
Quotes
Gaurav Dwivedi
CEO of Prasar Bharati
“The information is not how much you broadcast or how much you put out. It is how much the audience is able to imbibe.”
financialexpress.com
“Breaking news is no longer what anybody comes to TV for. What they want to know is to get a deeper perspective.”
financialexpress.com
Sources
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