National Network - Prasar Bharati seeks bigger slice of advt pie

Publication: Indian Express
Provider: The Indian Express Online Media Ltd

August 8, 2012

ManojCG

Five years after the government made it compulsory for private broadcasters to share their feed of major sporting events with Doordarshan and All India Radio, Prasar Bharati has sought a larger share of the advertisement revenue.

Sources said Prasar Bharati has recommended the existing sharing pattern of 25:75 with the private broadcaster which holds or owns the original content right for revenue earned through advertisements on DD should be changed to 60:40. It has also recommended AIR's share should be increased from the present 50:50 to 60:40.

A resolution urging the I&B Ministry to review the existing revenue-sharing pattern as prescribed in The Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act, 2007 was approved by the Prasar Bharati board that met here.

The Act was passed in 2007 after a private broadcaster, which held the rights of telecasting all international cricket matches in India till 2010, refused to share telecast signals with Prasar Bharati. According to the Act, "Advertisement revenue sharing between the content rights owner or holder and the Prasar Bharati shall be in the ratio of not less than 75:25 in case of television coverage and 50:50 in case of radio coverage." The Prasar Bharati, it is learnt, has also demanded DD be allowed to carry out marketing for the advertisements shown on it. At present, this is done by the private broadcaster holding or owning the right.

The Prasar Bharati board also decided to grant phase-wise approval to commissioned programmes for DD Urdu channel.