DD to get facelift: Prasar Bharti hoping to revive fortunes - CNBC-TV18
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CNBC-TV18
Faced with intense competition, public broadcaster, Doordarshan is going in for a facelift. With a new programming strategy in place, the plan is to first revive DD national and DD news, followed by it's other national and regional channels, but is it enough to revive the ailing broadcaster?, reports CNBC-TV18’s Pavni Mittal.
Prasar Bharti is hoping to revive the fortunes of public broadcaster Doordarshan. Despite having the largest network in India, it is losing viewer ship to private GEC and news channels. While DD news is expected to see an introduction of panel discussions during the 8 to 10 pm prime time slot, entertainment channels like DD Bharti and DD National will have new shows that have a greater youth appeal.
Tripurari Sharan, Director General, Doordarshan says, "We are re looking at our programmes. The objective is to be able to reach our target audience more effectively. For example, we also want to create and put together shows, which on a daily basis touches chords of young population of India. They are the majority viewers whether rural or urban. Other is to emphasize our USP in our program, which is meaningful entertainment. It also brings works of great masters, and works by acclaimed directors and new people". They are getting full support from I&B ministry. It spends more than 70 per cent of its annual budget on Prasar Bharti.
Uday Varma, Secretary, Information & Broadcasting Ministry says, “More than Rs 100 crores are being provided to Prasar Bharti for salaries. So they don’t have to divert revenue from their own revenue for salaries. This is a huge step. Seocndly after long time the government has allowed them to recruit 1000 people, for critical positions. This may be the first step. There might be more permission given, so that Prasar Bharti's issue of shortage of man power is addressed. There are several other things. It has waived its loans, interest has been written off, money they powered to telecom ministry by way of spectrum charges have been waived off. So, Prasar Bharti should be able to begin with a clean slate".
More at: http://www.moneycontrol.com/news/cnbc-tv18-comments/dd-to-get-facelift-prasar-bharti-hoping-to-revive-fortunes_812335.html
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