Prasar Bharati seeks feedback on AI avatars and content creation
India's public service broadcaster, Prasar Bharati, is seeking industry feedback on a draft Expression of Interest (EOI) for AI avatars and content creation. The draft mandates labeling for synthetically generated information.
Prasar Bharati, India's public service broadcaster, has released a draft Expression of Interest (EOI) to engage agencies for AI-generated avatars and content creation, localization, and archive repurposing. The initiative aims to expand the broadcaster's use of AI across its platforms.
The draft EOI incorporates India's rules for synthetically generated information, requiring all AI-generated content to comply with statutory labeling requirements. Companies can apply in nine categories, including AI avatars, digital humans, virtual presenters, AI localization, translation, dubbing, archive restoration, and various content formats from short-form videos to feature films.
Specific ethical and legal requirements are outlined for AI avatars and digital humans, such as prohibitions on deepfakes of public figures without consent and mandatory on-screen disclosure for AI presenters. All AI-generated content must have machine-readable provenance records and undergo documented human editorial review before broadcast.
Companies must adhere to data protection laws, secure commercial licenses for AI models, and ensure training data complies with rights requirements. Prasar Bharati stated it is 'turnover-agnostic' in its selection, valuing capability over company size.
Feedback on the draft EOI is being accepted until September 21, 2026. This process is for empanelment and does not constitute a tender or guarantee of work.