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India’s public broadcaster Prasar Bharati has signed a Memorandum of Understanding with Digital Television Russia, described as Russia’s leading pay-TV provider. Prasar Bharati controls Doordarshan, India’s public service broadcaster as well as All India Radio.
Digital Television Russia is the commercial arm of RTR, Russia’s largest media company with 12 channels on air.
The strategic alliance between the two organisations will focus on boosting TV quality in production, marketing and distribution of content. The pair have also agreed to exchange programming.
The MoU was signed by Jawhar Sircar, CEO, Prasar Bharati, and Dmitry Mednikov and Ayuna Badmaeva, representatives of Digital Television Russia, in Delhi.
Jawhar Sircar told local journalists that this tie-up has tremendous potential for developing synergies between the two broadcasters. He said, “A new vibrant India looks forward to a robust partnership with Russian Television and Radio, as represented by VGTRK and DTR. India and Russia have a long tradition of mutual respect and have enjoyed decades of meaningful partnership in many industrial, scientific and cultural domains. 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, added that DTR was committed to developing local content in India for distribution by local players, and would re-invest their revenues into local content. He said, “We are here to launch and build meaningful business in partnership with India’s programmers, content producers, distribution platforms. Our key principle is to invest into local content production, state-of-the-art technologies and to develop local talents.”