Pawan Singh Rathore attends National Conference with States/UTs & I&PR Secretaries

NEW DELHI, AUGUST 25: Special Secretary, Information Department, Jammu & Kashmir, Pawan Singh Rathore, attended the National Conference with States/UTs and Information & Public Relations (I&PR) Secretaries convened by the Ministry of Information & Broadcasting, Government of India, at Vigyan Bhawan, New Delhi.
The conference brought together senior officers from the Centre and States/UTs to deliberate upon strengthening coordination in the fields of public broadcasting, media, film, creative industries, information dissemination and the emerging Media & Entertainment (M&E) ecosystem. The deliberations also focused on facilitating greater participation of States and UTs in national initiatives and ensuring that the benefits of the rapidly expanding creative economy reach talent and institutions across the country.
A comprehensive agenda covering 15 key areas was discussed during the conference. These included implementation of the **Right of Way (RoW) mechanism for cable operators by State Governments, roadmap for WAVES 2027, strengthening WAVES Bazaar and market access, expansion of public service broadcasting infrastructure, integration of the Indian Cine Hub (ICH)/Film Facilitation Office (FFO) portal, adoption of the single-window ICH portal for film shooting and live-event permissions, strengthening public service broadcasting through content co-production and State-specific programming, promotion of the live-events sector, capacity building of DIPR officers, transition to the digital framework under the Press and Registration of Periodicals (PRP) Act, 2023, strengthening libraries, promotion of low-cost cinema in rural and underserved areas, accessibility standards in cinema halls, operationalisation of the WAVES State Ecosystem and State partnership for the Create in India Challenge (CIC) – Season 2.
The conference highlighted the WAVES platform as an important national initiative for bringing together the creative industries, technology, startups, investors, creators and global industry leaders.
The proposed roadmap for WAVES 2027 envisages a wider and more diverse ecosystem comprising the CEO Roundtable, Creatosphere, WAVEX, WAVES Bazaar, Global Leaders’ Track, WAVES Cultural, Thought Leaders’ Track and Exhibition & Country Pavilions.
The Exhibition and Bharat Pavilion component is proposed to provide a global showcase of India’s media and entertainment capabilities, culture and creative industries, besides promoting India as a global filming destination. The initiative also seeks to facilitate high-value partnerships and deal-making while showcasing Indian intellectual property, innovation and immersive experiences.
The conference also reviewed the role of WAVEX as a start-up accelerator, aimed at providing a platform for media-tech startups and fostering stronger linkages between emerging entrepreneurs, investors, industry leaders and markets. The emphasis was on creating an enabling environment for innovation, entrepreneurship and employment within the Media & Entertainment sector.
A major area of discussion was strengthening public broadcasting through content and community reach. The conference highlighted initiatives such as WAVES OTT, MyWAVES and Gems of India, with emphasis on showcasing State/UT-specific content, culture, tourism, heritage and development stories. Greater participation of local creators, particularly through MyWAVES and the Gems of India initiative, was encouraged to bring district-level talent and unique local stories to wider audiences.
The States and UTs were encouraged to work closely with the Ministry for amplification of Government schemes, citizen services and public-awareness campaigns, while also facilitating dedicated showcases of local culture, tourism, heritage and developmental achievements through national media and broadcasting platforms.
The proposed State/UT Partnership for Create in India Challenge (CIC) – Season 2 was another important component of the conference. The initiative is aimed at identifying, nurturing, upskilling and showcasing India’s creative talent, particularly from Tier-II and Tier-III cities, and connecting such talent with industry and employment opportunities.
Under the proposed partnership framework, States/UTs have been advised to designate a State Nodal Officer (SPOC) for coordination, communication and facilitation of WAVES and CIC-related activities. States may also identify suitable spaces for WAVES State Centres/incubation centres and facilitate identification of promising startups, innovators, freelancers, developers and content creators.
The State partnership further envisages support for promotion and outreach, provision of venues, incubation and mentoring, grant/seed funding and market access. States may facilitate access to suitable venues such as stadiums, auditoriums, convention centres, educational institutions and skill-development centres for workshops, masterclasses, auditions and talent showcases.
The conference emphasised that State-level participation would be critical for taking these initiatives beyond major urban centres and creating a more inclusive creative ecosystem. States/UTs were encouraged to utilise their information and publicity machinery, including State DIPRs and other available media assets, for extensive outreach and promotion of CIC and WAVES-related activities.
The deliberations also covered strengthening the film ecosystem through the Indian Cine Hub, including adoption of the single-window mechanism for film shooting and live-event permissions. The initiative is aimed at facilitating ease of doing business for filmmakers and event organisers and positioning States and UTs as attractive destinations for film production and creative activities.
The importance of promoting low-cost cinema in rural and underserved areas and ensuring implementation of accessibility standards in cinema halls was also underlined, with a view to making cinema and entertainment more inclusive and accessible to wider sections of society.
The conference further stressed the need for capacity building of DIPR officers through training facilities of the Indian Institute of Mass Communication (IIMC), enabling information departments to keep pace with emerging communication technologies, digital media platforms and evolving public communication practices.
Participating in the deliberations, Special Secretary Information Pawan Rathore represented Jammu & Kashmir’s perspective and engaged in discussions concerning greater State participation in the emerging national media, broadcasting and creative economy initiatives. The participation provided an opportunity to explore avenues for strengthening Jammu & Kashmir’s presence on national platforms and creating enhanced opportunities for local creators, filmmakers, startups and media professionals.
The conference reaffirmed the importance of Centre-State collaboration in building a vibrant, technology-enabled and employment-oriented Media & Entertainment ecosystem, with States and UTs playing a crucial role in identifying local talent, facilitating infrastructure, promoting local stories and connecting creative talent with national and global markets.
The participation of the Information Department, Jammu & Kashmir, is expected to further strengthen institutional linkages with the Ministry of Information & Broadcasting and facilitate greater engagement of the Union Territory with initiatives such as WAVES, WAVES Bazaar, WAVEX, MyWAVES and Create in India Challenge, thereby providing a wider platform for Jammu & Kashmir’s rich cultural heritage, creative talent and emerging media ecosystem.