early times report
New Delhi, Sept 30: Prasar Bharati, India’s public service broadcaster, has entered into a strategic partnership with Collective Media Network to bring the music of Trilok, India’s first AI-powered band, to audiences across Akashvani, Doordarshan channels, and WAVES OTT, the broadcaster’s digital streaming platform. This collaboration will make Trilok’s latest projects accessible to millions of viewers and listeners across India.
Recently, the band released “Rupam Dehi,” a musical tribute to Goddess Durga inspired by the Argalastotra chant. The video features Kolkata’s Durga Puja celebrations, weaving ritual, visual poetry, and AI composition. Trilok has also reimagined the classic Ganesh aarti “Sukhkarta Dukhharta,” layering modern textures over the hymn to connect with younger listeners while preserving its devotional essence.
The programmes will be broadcast nationwide on Akashvani and Doordarshan channels, ensuring mass reach across India, and will also be available on WAVES OTT for digital audiences in India and abroad.
This marks the first time that Prasar Bharati will showcase large-scale content created using generative AI tools, bringing the fusion of tradition and innovation to millions of viewers and listeners across its networks.
Speaking on the announcement, Vijay Subramaniam, Founder and Group CEO of Collective Artists Network, said, “Our vision at Collective has always been to build India’s cultural exports for the world, and this partnership with Prasar Bharati takes us closer to that mission. In many ways, this is ‘pragati’ and ‘bhakti’ coming together progress and faith in harmony, shaping how India tells its stories for generations to come. By bringing music from Trilok to every corner of the country, we are combining the power of technology with the depth of Indian culture and traditions.”
Gaurav Dwivedi, CEO, Prasar Bharati added, “Prasar Bharati has always worked to ensure that Indian audiences, no matter where they are, have access to content that is innovative, relevant, and rooted in culture. Partnering with Collective Media Network allows us to showcase how technology and storytelling can come together in ways that inspire, entertain, and connect communities”
The partnership underscores the growing role of AI in India’s media ecosystem, while highlighting Prasar Bharati’s mandate to both preserve tradition and embrace innovation. For audiences, this partnership is more than just about new music it’s a front-row seat to a bold experiment where India’s timeless spiritual traditions meet the transformative possibilities of AI.
Audiences can experience Trilok’s music and a wide range of cultural, devotional, and entertainment content on WAVES OTT, Prasar Bharati’s digital streaming platform. WAVES offers Live TV, radio channels, on-demand shows, films, magazines, and special event coverage bringing India’s diverse media ecosystem together on one platform.
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