A Study on the Challenges and Prospects of Public Service Broadcasting in India in the new media landscape

Abstract

Public Service Broadcasting (PSB) is experiencing growing difficulties as a result of the fast-paced evolution of media studies in the modern, industrialized, and digitalized world. But the conversion of PSB to acclimatize to a new multifaceted digital set-up is predicated on a contentious policy scaffold that replicates shifting broadcasting norms such as broadband and mobile television. The researcher has chosen to examine the government’s policy guidelines on PSB in the area of technology, political, and economic advancements for various generations. The goal of this paper was to look at how digital technology and new media have affected PSB, its strategy for staying alive by becoming Public Service Media (PSM), and its plans to reposition itself as a participatory and interactive media player using Atlas.ti7.. Utilizing a qualitative approach, the research involved the gathering of primary data from numerous semi structured interviews with academician in the media sector and professionals from Doordarshan as well as secondary data from PSB-based research. The Atlas. ti7 has been used to manage both inferential and descriptive statistics, build up the code list correctly using both inductive and deductive reasoning, track pertinent quotations periodically, extract the information by using built-in functionality Query Tool, hook up thoughts and add annotations, and visually putting artifacts together for gradually understanding the data and the study has suggested that the PSB's survival in India is crucial. This article will give various suggestions for the improvement of Doordarshan and its strategy for program production in multiplatform transmission to reach the millennials and other new generations.