Indian content company Zee Entertainment Enterprises (ZEE) has set up a production company in Canada. The creation of ZEE Studios International marks ZEE as the first Indian broadcaster to set up a production company in North America, the company claims. ZEE Studios will create global content and formats for international markets in their local languages, many of which will be based on successful Indian ideas and concepts.

Over the past decade there has been a near universal surge of interest in public diplomacy. Yet, as more nations venture into the PD realm it is becoming increasingly clear that understandings of PD concepts and practices are anything but universal. One area where different views are emerging is the role of the public. Who is the “public” in public diplomacy?