Rabindra Narayan: The gap wasn’t in content volume, it was in thinking. Punjabi media had continued to operate as if the audience was still local and linear. That assumption is outdated. Punjabi viewers today are spread across continents, consuming content on-demand, often on mobile devices. GTC Network was created to reflect that reality, not fight it.
Q: The January launch of your global Punjabi channels drew attention. What was the strategy behind launching at scale so early?
Rabindra Narayan: We didn’t see it as scale; we saw it as structure. Instead of building one channel and stretching it thin, we created a network where each channel serves a specific viewing behavior, entertainment, news, and short-form content. That clarity helps us stay focused and helps the audience know exactly where to go.
Q: You’ve chosen a digital-first model instead of following the traditional broadcast path. Why was that important to you?
Rabindra Narayan: Because the audience has already chosen digital. Traditional television still has relevance, but it’s no longer the primary screen for a global Punjabi audience. A digital-first approach allows us to be agile, update faster, respond to audience feedback quickly, and reach viewers without geographic constraints. It’s simply aligned with how people live today.
Q: Technology and AI are central to GTC Network’s operations. How do they actually influence content decisions?
Rabindra Narayan: Technology helps us listen better. AI allows us to understand what audiences are watching, where they’re watching from, and how their preferences differ across regions. That information guides commissioning, scheduling, and packaging. The creative decisions remain human, but they’re informed rather than instinctive.
Q: Many creators worry that technology could dilute creativity. How do you balance the two?
Rabindra Narayan: Creativity suffers when creators are forced to guess. Technology removes some of that uncertainty. It handles repetition, optimization, and scale, so creators can focus on storytelling. The emotion, context, and cultural nuance can’t be automated, and we don’t try to automate them.
Q: Punjabi media has often been described as repetitive. Do you agree with that assessment?
Rabindra Narayan: To an extent, yes. Formats worked for a long time, so they were repeated. But audiences have matured. They want content that reflects their global exposure and evolving interests. Punjabi identity is not limited to a narrow cultural expression, and the media should reflect that breadth.
Q: GTC Network operates across several countries. How do you maintain authenticity while expanding globally?
Rabindra Narayan: By decentralizing creativity. Our teams create content from within their own communities. A Punjabi living in Canada experiences the world differently from someone in Punjab, and that perspective matters. Our role as a network is to provide infrastructure and reach, not to impose a single narrative.
Q: What does success look like for GTC Network over the next few years?
Rabindra Narayan: Success means Punjabi content no longer being viewed as “regional.” If we can build a system where Punjabi stories compete on quality and relevance rather than category, we’ve done our job. Technology will evolve, platforms will change, but cultural confidence should only grow.
Q: Finally, what drives you personally to build GTC Network at this stage of your career?
Rabindra Narayan: Responsibility. I’ve benefited from this industry, and I believe it’s time to contribute to its next phase. GTC Network is not about nostalgia, it’s about preparing Punjabi media for the future it’s already entering.
About Rabindra Narayan
Rabindra Narayan is an Indian media entrepreneur and broadcasting pioneer, widely recognized for his foundational role in establishing Punjabi satellite television. Fondly known as the “Father of Punjabi Satellite Television,” he launched Punjabi World in 1998, the first Punjabi satellite channel, followed by ETC Punjabi and PTC Network.
He is currently the Founder, Managing Director, and President of GTC Network, a Delhi-based digital media company building a global Punjabi content ecosystem through technology-driven storytelling. GTC Network owns and operates GTC PUNJABI, GTC NEWS, PUNJABI SHORTS, and GTC GURMAT, reflecting a structured, multi-vertical approach to serving Punjabi audiences worldwide.
