In a historic shift for public broadcasting, DD News has officially launched “Creator’s Corner,” a dedicated segment aimed at bringing India’s top digital influencers and grassroots content creators to national television. To further sweeten the deal, the government has confirmed a disruptive 90% revenue-sharing model for content hosted via its new OTT platform, WAVES.
While the TV segment, Creator’s Corner, provides the prestige of a 7:00 PM prime-time slot on DD News, the real “engine” is the WAVES OTT platform. Breaking away from the traditional 55/45 splits seen on global platforms like YouTube, Prasar Bharati’s new digital ecosystem, WAVES, will allow creators to retain 90% of the revenue generated from their content. “We want the creator to be the primary beneficiary of their hard work,” stated Union Minister Ashwini Vaishnaw during the launch. “By retaining only 10% for platform maintenance, Prasar Bharati is positioning itself as the most creator-friendly ecosystem in the world.”
Creator’s Corner serves as a curated showcase where the best digital videos are selected to be broadcast to millions of households. This gives independent creators—especially those from Tier-2 and Tier-3 cities—unprecedented credibility and reach.
The show acts as the bridge. A travel vlogger from a small village in Odisha or a tech reviewer from Bihar can now see their face on the same channel that broadcasts national policy. This isn’t just about “content”; it’s about institutional validation. For a creator, having a “DD News Verified” badge is a level of credibility that an algorithm-driven “blue tick” simply cannot match.
The integration with the WAVES platform ensures that the visibility on DD News translates into direct digital earnings. This move is part of the government’s broader vision to empower nearly one crore youth and generate an estimated ₹5,000 crore in economic activity within the creative sector.
Digital creators can submit their work for consideration for “Creator’s Corner” through the official Prasar Bharati portal or the WAVES app. Content that meets the broadcast standards of DD News will be eligible for both the prime-time TV slot and the high-yield revenue-sharing digital model.
In a move to ensure that this content reaches every corner of the country, the government is reportedly engaging with device manufacturers to have the WAVES app pre-installed on smartphones and tablets. This hardware-level integration would give the ‘Creator’s Corner’ talent an immediate, massive audience, bypassing the struggle for visibility in crowded app stores.
