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Swadarshan
An always-on channel inside the company, fed by a newsroom backend, carrying its archive and daily life to every screen.
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I was shaving one morning in September twenty twenty-six, recording a voice note, when the name arrived: Swadarshan. Self-vision. Doordarshan is India's national broadcaster. I took that formula and turned it inward, a company seeing itself.
The idea: a media company inside the company. A channel, always on, fed by a newsroom backend, carrying the organisation's archive and its daily life to a dedicated screen at the head office, to the web, to the phone. Other departments were getting purpose-built software. The programming already existed, scattered in fragments. The media team deserved the same.
A demo is live, with sample data. The team is getting sign-in next, ahead of a pilot, and the launch is aimed at twenty twenty-seven. Follow along and watch it develop.
Narrated in my own cloned voice, generated with ElevenLabs v4.
I was shaving on the morning of 17 September 2026 when the idea arrived, and I recorded it as a voice note. By the end of that day, it had a name: Swadarshan.
Swadarshan means self-vision. The name reapplies the formula of Doordarshan, India’s national broadcaster, and turns it inward. This is the company seeing itself.
The idea is to run the in-house design and media team as a media company inside the company. A channel, always on. A newsroom backend behind it. It carries the organisation’s daily life and its decades-long archive to a dedicated screen at the new head office, to the web, and to the phone. Other departments were getting purpose-built software. The programming already exists in fragments. The media team’s digitisation deserves the same ambition.
Swadarshan has its own brand kit and identity. Production tasks and approvals stay in the team’s existing task tool. Swadarshan is the identity, the viewing side, and the on-air desk.
A demo is live with sample data. The team is being given access now: staff sign-in first, then the ability to back a story, which is a signal, never an approval. A pilot follows. The launch target is 2027. It isn’t production-ready yet, but you can follow along from here.