In a historic move to formalize the creator economy, India’s public broadcaster Prasar Bharati has launched ‘Creator’s Corner’ on DD News. Inspired by Prime Minister Narendra Modi’s vision to empower digital storytellers, the initiative provides a national and global stage for content creators, especially those from small towns and remote regions.

The launch, announced on January 9, 2026, was led by Union Minister for Information and Broadcasting, Ashwini Vaishnaw, who signaled that 2026 would be a year of major reforms for Prasar Bharati and the Ministry of Information and Broadcasting (MIB).

The initiative is part of a comprehensive reorientation of Doordarshan (DD) and All India Radio (AIR). Minister Ashwini Vaishnaw emphasized that the broadcaster is shifting toward greater industry participation and technology-driven processes.

Building on the WAVES platform launched in 2025, the government aims to:

• Empower 1 Crore Youth: Scaling the creator economy to provide livelihoods for millions.
• Generate ₹5,000 Crore in Economic Activity: Creating a robust financial ecosystem for digital creativity.
• Foster Global Reach: Using Doordarshan’s vast infrastructure to project Indian creators to a worldwide audience.

Minister of State Dr. L. Murugan highlighted the launch as a tribute to the “Orange Economy” (the creative economy). He noted that creators are now independent content producers who no longer need massive studios to build successful careers.

• Days: Monday to Friday
• Time: 7:00 PM (Prime Time)
• Repeat Telecast: 9:30 AM (Next Day)

According to MIB Secretary Sanjay Jaju, each episode will feature four to six high-quality reels or videos. While the journey begins on DD News, the initiative will eventually expand across all Doordarshan channels, covering regional languages and diverse genres.

• News & Current Affairs
• Culture & Travel
• Health & Education
• Science, Technology & Environment
• Entertainment

This partnership marks a shift where the state broadcaster recognizes digital creators as “complete content makers,” ensuring a vibrant, responsible, and inclusive creative ecosystem for the future.

Key Highlights:

• National Platform: Prasar Bharati has launched ‘Creator’s Corner’ on DD News to showcase digital creators during prime time (7 PM, Mon-Fri).
• Economic Impact: The initiative aims to support 1 crore youth and generate ₹5,000 crore in economic activity through the digital creator economy.
• Institutional Reform: Minister Ashwini Vaishnaw announced that 2026 will see a major restructuring of MIB and Prasar Bharati to prioritize tech and creator engagement.
• Wide Scope: The program will feature 4-6 creator videos per episode, spanning news, science, and culture, with plans to expand to regional DD channels.