USOF, Prasar Bharati, ONDC: MoU for Rural Digital Services

In a landmark initiative aimed at accelerating rural digital transformation, three key Indian government agencies – the Universal Service Obligation Fund (USOF), Prasar Bharati, and the Open Network for Digital Commerce (ONDC) – signed a tripartite Memorandum of Understanding (MoU) on March 12, 2024. This collaboration signifies a significant commitment, with a combined investment of $2 billion earmarked for the project.

Leveraging Existing Infrastructure and Expanding Reach

The MoU leverages the existing BharatNet infrastructure established by USOF, which currently connects over 1.5 lakh Gram Panchayats (village councils) in India. The $2 billion investment will propel further expansion plans to bridge the gap and reach all remaining Gram Panchayats by 2027. This enhanced network aims to deliver high-speed broadband services (with a minimum target of 10 Mbps) to rural areas, fostering greater internet penetration.

Localized Content Strategy by Prasar Bharati

Prasar Bharati, India’s public broadcaster, will contribute its vast content library and brand recognition by offering a bundled OTT service featuring linear channels, live TV, and on-demand content. Notably, Prasar Bharati has committed to creating and curating 1 million hours of localized content specifically designed to cater to the interests and needs of rural audiences. This strategic approach addresses the existing gap in culturally relevant entertainment and educational resources available in rural areas.

ONDC to Empower Rural Businesses

ONDC, a revolutionary initiative promoting open and neutral e-commerce networks, will play a crucial role by providing the technical expertise and framework for establishing digital commerce platforms. This will extend beyond just retail products to encompass crucial sectors like education, healthcare (including telemedicine), training, credit, insurance, and agriculture. Experts estimate this initiative has the potential to empower over 50 million rural businesses by bringing them online and connecting them with a national customer base.

Alignment with Government Vision and Expected Impact

This MoU aligns perfectly with the Indian government’s vision of leveraging digital innovation for inclusive growth and rural development. By combining efficient broadband connectivity with informative and entertaining localized content alongside access to essential e-commerce services, this collaboration strives to bridge the digital divide and empower rural communities. Industry experts anticipate this initiative to significantly improve digital literacy and adoption of e-commerce services in rural India. The success hinges on ensuring affordability, creating user-friendly interfaces for audiences with limited digital literacy, and promoting digital literacy programs to bridge the knowledge gap.

Expected Outcomes

  • By 2027, all Gram Panchayats to have access to high-speed broadband connectivity.
  • Over 50 million rural businesses to be brought online through the ONDC platform.
  • 1 million hours of localized content to be created by Prasar Bharati for the rural audience.
  • Increased digital literacy and adoption of e-commerce services in rural India.

Recent Blog : India, ADB Sign $181M Loan to Boost Ahmedabad’s Livability

Share:

MORE STORIES

## Navigating the AI Revolution: 5 Trending Google Ads Topics for Marketers As Google Ads continues its rapid evolution, staying ahead of the curve is paramount for digital marketers. The platform’s increasing reliance on artificial intelligence, shifting privacy landscapes, and the introduction of new campaign types are creating a fresh set of challenges and opportunities. Here are five top trending blog topics that delve into the most critical areas of Google Ads today. ### 1. The Rise of the Machines: Mastering AI-Powered Campaign Types Google is unequivocally betting on AI to drive the future of its advertising platform. A key area of focus for marketers is understanding and mastering AI-driven campaign types like Performance Max and Demand Gen. These campaigns automate targeting, bidding, and ad creation across Google’s entire inventory. A deep dive into strategies for providing the right inputs to these “black box” models, interpreting their performance, and understanding how to guide the AI for optimal results is a crucial topic for advertisers looking to succeed in this new era. ### 2. Beyond the Click: Navigating the New Landscape of Measurement and Attribution With the impending deprecation of third-party cookies and a growing emphasis on user privacy, the way advertisers measure success is undergoing a fundamental shift. This has propelled topics like enhanced conversions, consent mode, and the integration of first-party data to the forefront. Marketers are actively seeking guidance on how to implement these privacy-centric measurement solutions to gain a more accurate and holistic view of their campaign performance in a world without granular user tracking. ### 3. Creative is the New Targeting: Leveraging AI for Compelling Ad Experiences In an automated world, the creative has become a key differentiator. Google is investing heavily in AI-powered tools that can generate and optimize ad copy, images, and videos. Blog posts that explore how to effectively use these generative AI features to create a high volume of diverse and engaging ad creatives are gaining significant traction. This includes best practices for providing creative inputs, A/B testing AI-generated assets, and ensuring brand consistency across automated campaigns. ### 4. The Evolution of Search: Adapting to a More Conversational and Visual SERP The traditional keyword-based search is evolving. Users are increasingly employing longer, more conversational queries, and Google is responding with a more visual and AI-driven search engine results page (SERP). This shift requires a re-evaluation of traditional keyword research and bidding strategies. Trending discussions revolve around how to adapt to this new reality, including the role of broad match keywords, the importance of high-quality creative in visual search formats, and strategies for capturing intent in a more conversational search landscape. ### 5. Future-Proofing Your Strategy: The Growing Importance of a Full-Funnel Approach As automation takes over many of the manual levers within Google Ads, the focus is shifting towards a more strategic, full-funnel marketing approach. Advertisers are looking for insights on how to effectively use different Google Ads campaign types to guide users through the entire customer journey, from initial awareness to final conversion and retention. This includes discussions on how to structure campaigns to complement each other, allocate budgets across the funnel, and measure the impact of upper-funnel activities on bottom-line results.

Google Ads is in the midst of a quiet revolution—one driven by artificial intelligence, privacy-first regulations, and a rapidly changing search landscape. For digital marketers,

Send Us A Message