In the globalisation era of industrialization (since the 1980s) and digitalization (since the 1990s), Public Service Broadcasting (PSB) is facing ever-increasing problems from the rapid alteration of media studies. But the conversion of PSB to acclimatise to a new multifaceted digital set-up is predicated on a contentious policy scaffold that replicates shifting broadcasting norms such as broadband and mobile television. While researching in this sector, the researcher has chosen to examine the government's policy guidelines on PSB in the area of technology, political, and economic advancements for various generations, including "Gen X (the generation of 1965 and 1979)," "Gen Y or Millennials of 1980 and 1994," and "Gen Z of 1995-2015". As a result, this proposal paper has been aimed at examining the impact of digital technology and novel media on PSB, its survival strategy of transformation into Public Service Media (PSM), and its ability to reposition itself with an enlarged and dynamic future mission as a participatory and interactive media player in this globalised digital environment using Atlas. Utilising a qualitative approach, the research involved the gathering of primary data from numerous interviews with academics and professionals from Doordarshan as well as secondary data from PSB-based research. The stages involved in data preparation, coding, and analysis have all been covered in the paper. The Atlas.ti 7 has been used to manage both inferential and descriptive statistics, build up the code list correctly using both inductive and deductive reasoning, track pertinent quotations periodically, extract the information by using the built-in functionality of the Query Tool, hook up thoughts and add annotations, and visually put artefacts together for gradually understanding the data. The study has suggested that the PSB's survival in India is crucial.