MUMBAI: Pubcaster Doordarshan has entered into a three-year content distribution partnership with search engine giant Google. This will ensure that DD‘s content gets distributed on Google‘s platforms including YouTube, the video sharing portal.

According to the agreement, Google will coordinate with Doordarshan for sharing and publishing of website-content. Google will share advertisement revenue with Doordarshan that will be generated after selling the pubcaster‘s content.

The agreement was signed between Director General of Doordarshan Tripurari Saran and Google Head of Strategic partnership Manan Singhi.

Saran said the reason behind signing this deal was to reach out to younger audiences.

"As broadcasters we are specially trying to reach out to the younger generation through this medium and the prime advantage that we get is that our content will be uploaded in a legitimate fashion and there is also a provision of blocking un-authorised and illegitimate uploading of our content. This also brings the advantage of revenue sharing on our content through YouTube."

Said Singhi, "We are very happy to be a part of the agreement between Doordarshan and YouTube which has helped in terms of content distribution across our platform. It also gives the benefit to Doordarshan to reach the millions and billions users and fans all around the world, we reach over 800 million users."