India’s public broadcaster Prasar Bharati is adapting its approach to news as audiences increasingly turn to digital and social platforms for breaking developments.

Speaking at FICCI Frames 2026, Prasar Bharati CEO Gaurav Dwivedi said traditional broadcasters need to move beyond the race to break stories first and instead provide audiences with context, credible information and the facts needed to understand events.

Dwivedi highlighted the importance of strengthening ground-level reporting, particularly in a country as large and diverse as India. He said Prasar Bharati aims to provide audiences with a broad picture of developments across the country rather than concentrating heavily on only a small number of major stories.

The broadcaster has also established a common news pool across its news operations, enabling content and reporting resources to be shared more widely. Some of these resources are also being made available to smaller newspapers, periodicals, media organisations and independent content creators.

Dwivedi also encouraged traditional broadcasters to learn from the way successful digital creators present information and engage audiences, while maintaining established editorial standards. The challenge, he noted, is to make journalism more concise without sacrificing depth or credibility.

On the growing use of artificial intelligence, he acknowledged its potential for applications such as graphics generation, but stressed that technology should remain a tool rather than becoming an end in itself.

With audiences increasingly consuming news across television, streaming services and social platforms, Dwivedi said the priority for public-service media remains ensuring that reliable information reaches audiences, regardless of the platform they choose.