Union Government Announces Inaugural Edition of National Creators Award

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Award aims to celebrate diverse voices and talents shaping India’s growth and cultural narrative, driving positive social change, etc., in India’s Digital Creator Economy.
Digital Creator Economy refers to a segment of the economy driven by individuals who create content, products, or services and monetize them through various digital platforms.

About Awards
- Features wide array of categories recognizing excellence and impact across various domains, including storytelling, social change advocacy, environmental sustainability, education, etc.
- Selection Process: Combination of jury and public votes.
- Spearheaded by: MyGov India.

Accessibility: Improved access to smartphones, rise in internet usage, and globalization of content consumption.
Platform and monetization: Booming social media landscape providing monetization opportunities.
Disruption in formal employment: Adoption of remote and hybrid work gave time and resources to creators.
COVID-19 Pandemic: Creativity experienced unrestrained and widespread revival particularly in vernaculars across different verticals.

Current state of Indian creator Economy
- ~80 million Creators and Knowledge Professionals in India.
- ~150000 Professional content creators in India who are able to monetize their services effectively.

Opportunities of Creator economy
- For individuals: Diversification of income streams, creative expression, flexible work model, reach to global audience, etc.
- For businesses: Cost-effective and organic marketing, community building, etc.
- For society and economy: Cultural expression, social mobilization, skill development and entrepreneurial mindset, etc.

Challenges: Authenticity and integrity concerns, mental health and burnout due to excessive competition, gatekeeping and algorithmic biases of platforms, etc.

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