Prasar Bharati signs MoU with Digital Television Russia

The two entities will create a platform for exchange and joint production of television programmes.

India's public service broadcaster, Prasar Bharati, has signed a Memorandum of Understanding (MoU) with Digital Television Russia, on cooperation, that will set the stage for a new media era in both countries. Digital Television Russia (DTR) is a joint stock company of VGTRK (Russia Television and Radio) and Rostelecom JSC.

The MoU was signed by Jawhar Sircar, CEO, Prasar Bharati, and Dmitry Mednikov and Ayuna Badmaeva, representatives of Digital Television Russia.

This strategic alliance will focus on high quality production, marketing and distribution of content related to art, culture, trade & science, research and technology. Joint production and exchange of TV programmes and related services will also take place. Russian journalists are scheduled to visit India to produce economy and culture related programmes in September.

On the development, Sircar says, "India looks forward to a robust partnership with Russian Television and Radio, as represented by VGTRK and DTR. Through this new MoU, we look forward to a reassertion of our historic bonds and seek to know each other's country, people and advancements even better. We intend to come even closer through better appreciation of our positions. It is indeed a very positive step and both sides look forward to it."

Dmitry Mednikov, deputy CEO, Russia Television and Radio, says, "We are here to launch and build meaningful business in partnership with India's programmers, content producers and distribution platforms. Our key principle is to invest into local content production, state-of-the-art technologies and to develop local talents."

Ayuna Badmaeva, deputy CEO and GM of International Networks, Digital Television Russia, adds, "This is really an exciting time for us in DTR. Our philosophy in creating local brands and local formats ensures that these channels will resonate with the local viewers; especially with a market like India, where there are many regions and languages."