Why in news?
Prasar Bharati has launched Creator’s Corner on DD News (January 2026), a first-of-its-kind initiative to showcase short-form content from independent digital creators during prime-time slots, aiming to empower India’s growing creator economy.
About Creator’s Corner
- Platform: A dedicated 30-minute programme on DD News.
- Content: Features short reels and videos (2–10 minutes) made by independent digital creators.
- Schedule: Telecast daily during prime time.
- Objective: Promote the creator economy by giving visibility to new-generation digital storytellers.
Key Highlights
- Empowering Creators: First time a national broadcaster is partnering directly with digital creators.
- Revenue Sharing: Creators reportedly receive up to 90% of the revenue generated from their content.
- Themes Covered: News, current affairs, culture, travel, comedy, lifestyle, and more.
- Reforms Context: Part of broader restructuring of Prasar Bharati and the Ministry of Information & Broadcasting to align with technology-driven processes.
Importance
| Aspect |
Impact |
| Visibility |
Gives independent creators national exposure via DD News. |
| Economy |
Strengthens India’s digital economy and creator ecosystem. |
| Innovation |
Encourages diverse storytelling formats beyond traditional news. |
| Youth Engagement |
Targets younger audiences who consume short-form content. |
Opportunities & Challenges
- Opportunities:
- Creators gain mainstream recognition and monetization.
- Builds bridges between traditional media and digital platforms.
- Supports employment and youth participation in media.
- Challenges:
- Maintaining editorial standards while showcasing diverse creator content.
- Balancing entertainment with credibility in a news environment.
- Ensuring inclusivity so creators from smaller towns and rural areas also benefit.
Download Pdf
