Secretary I&B stresses region-specific content

Calls for expanding news reach
Excelsior Correspondent
Srinagar, June 14: Secretary, Ministry of Information & Broadcasting, Sanjay Jaju, today emphasized the need to create region-specific content and expand news programming.
While reviewing the functioning of the Ministry’s media units in Srinagar, he was briefed on the operations of Doordarshan, Akashvani, Press Information Bureau, Central Bureau of Communication, and the Directorate of Information & Public Relations (DIPR), J&K Government.
During his visit, Jaju inspected the offices of Doordarshan Kendra (DDK) Srinagar and Akashvani Srinagar, where he held detailed interactions with officials and staff.
He laid special emphasis on producing more indigenous programming and content that resonates with the cultural ethos of Jammu & Kashmir.
He encouraged teams to develop programming in local languages to enhance regional outreach and viewer engagement.
“Public broadcasting in a region like Jammu & Kashmir must not only inform but also inspire. By promoting local languages, expanding news content, and leveraging our platforms, we aim to create a stronger, more inclusive media presence that truly reflects the voice and diversity of the region,” Jaju said.
While reviewing the functioning of DDK Srinagar, Jaju advised expanding news bulletins to keep audiences well-informed.
He expressed keen interest in exploring new projects for serials and films for the DD Kashir channel, highlighting the importance of providing a creative platform for local talent and storytelling.
Underscoring the significance of digital platforms, Jaju called for the promotion of the WAVES integrated OTT app, which aggregates rich audio-visual content from across the Doordarshan and All India Radio networks.
He urged greater amplification and user engagement, particularly among younger audiences.
He also highlighted the strategic importance of DD Free Dish in sensitive zones like J&K, noting its critical role in providing free and factual content.
Efforts, he said, must be made to enhance its reach and subscriber base across the Union Territory.
To improve the impact of government communication in the region, Jaju stressed the need for stronger coordination between the DIPR, J&K, and the Ministry’s media units.
This, he said, would ensure more effective dissemination of public interest messages, development stories, and citizen-centric initiatives across platforms with consistency and broader reach.
Present on the occasion were Secretary, Information, J&K Government, Muneer-ul-Islam; Director, Press Information Bureau, Srinagar, and RNU DD News, Qazi Salman; Director, Information, J&K, Nitish Rajora; and senior officials from CBC, as well as the programme and engineering wings of DDK and Akashvani Srinagar.

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