India’s public broadcaster Prasar Bharati is looking to expand the use of artificial intelligence across its broadcast, digital and OTT services, inviting AI startups, studios, agencies and technology companies to contribute to a new technology-driven content ecosystem.

The broadcaster has proposed an Expression of Interest to identify organisations capable of supporting AI-enabled content creation, multilingual localisation, archive restoration and other emerging technologies across WAVES, Doordarshan, Akashvani, DD India and its wider digital platforms.

The initiative covers nine areas, ranging from short-form content, series and feature films to AI-assisted translation and dubbing, archive restoration and the development of AI avatars, digital humans and virtual presenters.

Prasar Bharati is also exploring how AI can help unlock its extensive archive of cultural, historical and journalistic material. Proposed applications include improving picture and sound quality, upscaling older footage, generating metadata and adapting archive content for contemporary digital and OTT audiences.

Multilingual content is another major focus, with AI expected to support translation, dubbing, subtitling, voice adaptation and localisation across Indian and international languages.

The proposed framework also introduces safeguards for the responsible use of artificial intelligence. AI-generated presenters would need to be clearly disclosed to audiences, while human editorial approval would remain mandatory before AI-generated material is considered ready for broadcast. The framework also includes requirements covering consent, copyright, data security and the provenance of AI-generated content.

The initiative forms part of Prasar Bharati’s continuing expansion of its digital ecosystem and its efforts to explore how emerging technologies can enhance content production, accessibility and audience reach while maintaining editorial and ethical safeguards.

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