Prasar Bharati public service broadcaster starts scaling up news service

Once the platform is readied and PB desks are onboarded, the broadcaster expects to be able to set up audit trails and monitor what content is used and how.

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New Delhi: As part of the sweeping reforms at Prasar Bharati, the public service broadcaster has begun scaling up the Prasar Bharati News Service, its digital news dissemination arm, to distribute “authentic” news from the government and from across the globe. While the Prasar Bharati Board had approved the setting up of the Prasar BharatiPress Trust of India and the United News of India and develop, as is laid down in the Prasar Bharati Act (but which was never acted upon), its own news dissemination arm.

A concerted push followed, senior officials told TOI, in the aftermath of the coronavirus pandemic, when fake news was in abundance and the broadcaster felt the need to disseminate “authentic” information from the government, including latest government advisories and information related to Covid-19.

“Keeping in mind the wide network of Prasar Bharati stringers and correspondents and desks there are across the country, the Board had decided in 2016 that Prasar Bharati should develop a news dissemination service. Once the service became operational, the maximum impact it has created is among the vernacular media, especially the Hindi heartland,” the source added.

Once the platform is readied and PB desks are onboarded, the broadcaster expects to be able to set up audit trails and monitor what content is used and how. Basis this, a policy for monetising content is also expected to be devised.

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