New Delhi: Doordarshan and Indian Council for Cultural Relations signed the Doordarshan ICCR MoU to expand the global reach of Indian cultural content through multi-platform dissemination.
The agreement was formalised on April 7, 2026, at Doordarshan Bhawan in the presence of senior officials. It marks a key step in strengthening India’s cultural diplomacy and international outreach.
Doordarshan ICCR MoU focuses on global cultural dissemination
Under the agreement, ICCR will provide cultural programmes and performances from India and abroad. Meanwhile, Doordarshan will broadcast and distribute this content across television, radio, OTT platforms and social media.
The collaboration will also include coverage of cultural events organised by Indian Missions, such as embassies and cultural centres worldwide. As a result, audiences across different regions will gain wider access to Indian cultural expressions.
Multi-platform strategy to enhance digital outreach
The Doordarshan ICCR MoU places strong emphasis on digital expansion. In addition to traditional broadcasting, the partnership enables distribution through modern digital platforms.
Furthermore, Doordarshan will support pre-event publicity and cross-platform promotion. This approach is expected to increase audience engagement and visibility.
The agreement also allows the broadcast of recorded cultural content from international events. Therefore, Indian cultural programmes can reach global audiences more effectively.
Content ownership and monetisation opportunities
A key feature of the MoU is joint ownership of content rights in perpetuity, including digital rights. This provision ensures long-term archiving and reuse of cultural content.
Moreover, the collaboration opens avenues for monetisation. Doordarshan may explore revenue opportunities from content created under the partnership, which can support sustainable cultural broadcasting.
Three-year partnership to strengthen cultural diplomacy
The agreement will remain valid for three years, with an option for extension through mutual consent. Both organisations aim to align cultural promotion with evolving media trends.
Overall, the Doordarshan ICCR MoU is expected to significantly enhance the visibility of India’s diverse cultural heritage. At the same time, it reinforces efforts to connect with global audiences through modern communication platforms.
