Fourth Right: DD News opens its door to creators
By Pragadish Kirubakaran in Media News on Thursday, 22nd January 2026 at 4:06pm
Image edited by Dinesh Raj M
When Prasar Bharati opened a prime-time slot on DD News to independent digital creators earlier this month, it did more than launch a new television segment. It signalled a structural shift in how India’s public broadcaster understands content, credibility, and who gets to occupy national airtime.
Branded as Creator’s Corner, the initiative places short-form digital creators alongside traditional news programming, backed by a headline-grabbing promise: creators retain 90 per cent of the revenue their content generates. Launched in early January, the weekday 7 pm segment brings independent digital creators into the heart of state television, complete with a 90 per cent revenue share and the legitimacy that comes with national broadcast....
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