Minister for Information and Broadcasting, and Electronics and Information Technology Ashwini Vaishnaw yesterday called for a transformation in the functioning of public broadcasting, especially radio, to keep pace with technological changes while virtually inaugurating a 20 kW Akashvani FM transmitter at Ramgarh in Rajasthan’s Jaisalmer district.

Addressing a gathering at the Akashvani Jaipur premises, Vaishnaw said radio broadcasting must adopt a “digital first” and “hyper-local” approach to remain relevant and impactful in an era of rapid technological advancement. He directed officials to prepare a roadmap for this transformation and stressed the need to integrate local artists and artisans into the broadcasting ecosystem.

“The era of rapid technological advancement requires radio broadcasting to adopt a digital first’ and hyper-local approach,” an official statement from the Ministry of Information & broadcasting quoted the Minister as saying.

He underlined the need for changes in both the functioning and outlook of India’s public broadcaster Prasar Bharati that owns and manages Doordarshan and Akashvani (All India Radio).

The newly inaugurated transmitter takes the number of FM transmitters in Rajasthan to 39. According to the ministry, the Ramgarh transmitter will provide radio coverage within an 80-kilometre radius in the border region, covering nearly 20,000 square kilometres of Jaisalmer district and enabling people to access information, educational and entertainment programmes.

Vaishnaw also referred to the upcoming AI Data Centre in Jaipur, describing it as a foundation for the future and a significant step towards technological advancement. During the event, he also interacted with young officers of Prasar Bharati.

Prasar Bharati Chairman Prasoon Joshi, who stepped into his new role recently, highlighted the enduring importance of Akashvani and Doordarshan, saying the institutions are deeply connected to the roots of society and play a vital role in disseminating information and reflecting ground realities to a wider audience.

The ministry said the transmitter is aimed at strengthening the reach of All India Radio and Doordarshan in border areas and will serve not only Jaisalmer but also surrounding regions. The initiative is in line with the vision of dedicated broadcast infrastructure “from Kashmir to Kutch” to ensure systematic expansion of broadcasting services across the country’s frontier regions.

The ceremony at Akashvani Jaipur was attended by Rajasthan Energy Minister Heeralal Nagar; Jaipur MP Manju Sharma and Akashvani Director General Rajeev Kumar Jain. Jaisalmer MP Umedaram Beniwal joined the programme virtually.