New Delhi, April 9 Public broadcaster Doordarshan has signed a memorandum of understanding (MoU) with the Indian Council for Cultural Relations (ICCR) with the aim of strengthening India's cultural diplomacy and global outreach.
The partnership seeks to leverage Doordarshan's extensive television, radio, and digital ecosystem to amplify the reach of cultural content provided by ICCR, an official release issued on Thursday said.
According to the Memorandum of Understanding (MoU) signed on April 7, Doordarshan will provide coverage of cultural events organized by Indian missions abroad and Indian cultural centers, as well as programs conducted by the ICCR headquarters and its zonal and regional offices across India.
Under the MoU, the ICCR will provide cultural content and performances, while Doordarshan will undertake its coverage and dissemination across multiple platforms, including television channels, radio networks, OTT platforms, and social media.
"The arrangement also facilitates the broadcast of recorded cultural content received from Indian Missions overseas, thereby ensuring wider access to India's cultural expressions across geographies," the release said.
A key feature of the agreement is the provision for joint ownership of content rights in perpetuity, including digital rights, enabling both organizations to archive and disseminate content for long-term use.
Doordarshan will also undertake pre-event publicity and cross-platform promotion, as feasible, to enhance audience engagement.
The MoU further enables Doordarshan to explore monetization opportunities arising from the content generated under this collaboration, contributing to the sustainability of cultural broadcasting initiatives.
"The agreement will remain in force for a period of three years, with provisions for extension through mutual consent. This collaboration is expected to significantly enhance the visibility and accessibility of India's rich and diverse cultural heritage, while aligning cultural promotion efforts with contemporary media platforms and global audiences," the release said.
The MoU was signed by Doordarshan Director General K Satish Nambudiripad and ICCR Director General K Nandini Singla in the presence of senior officials from both organizations.