MMR project on door darshan channel.

Sakshi J

New member
DOORDARSHAN
Doordarshan, India's state-run television network, has changed its programming strategies in view of India's economic liberalization policy of the 1990s. This study examines the impact of Doordarshan's shift in programming bias from the `rural' to the `urban' among 800 respondents in Bangalore city and surrounding villages. Findings reveal that urban viewers had a more positive perception of Doordarshan's programming after Doordarshan added cable channels. Doordarshan has to rethink its programming strategies to better serve the rural and urban audiences who cannot afford cable television. Doordarshan has the challenging task of trying to resolve the rural-urban dichotomy by providing more regional Indian language and locally relevant programs that are both entertaining and social goals oriented.










IMAPCT

Being the most attractive and effective mass media, it is an accepted fact that television can play an important role in socio-economic development of the people. Doordarshan being the sole public service television broadcaster has been playing a leading role in the socio-economic development of the country since its beginning in 1959.

At present when about 300 TV channels are beaming programmes from within and outside the country and are competing for attracting more and viewers by adopting all sorts of methods, the responsibility of Doordarshan in providing healthy media support to socio-economic development of the country has gained more importance.

Presently Doordarshan has 30 channels and a DTH service. These channels include: Five national channels (DD1 National, DD News, DD Sports, DD Bharati, DD Urdu), 11 regional language satellite channels (DD Bangla, DD Oriya, DD Saptagiri, DD Podhigai, DD Chandana, DD Malayalam, DD Sahyadri, DD Gujarati, DD Punjabi, DD Kashir, DD North-East), 1111 regional service state network (Rajasthan, Uttar Pradesh, Madhya Pradesh, Bihar, Jharkhand, Chhattisgarh, Haryana, Himachal Pradesh, Uttrakhand, Mizoram, Tripura), one international channel (DD India), DD Rajya Sabha, DD Gyandarshan and a DTH service (DD Direct Plus).

Present terrestrial coverage of Doordarshan is 79.1 per cent area and 91.4 per cent population of the country. In the bouquet of Doordarshan DTH service (DD Direct Plus) there are 36 TV channels and 20 Radio channels and it is a free to air service.

In order to provide backup to programme production as well as telecast Doordarshan has 64 Doordarshan Kendras/Studios, 126 Maintenance Centers, 1399 Transmitters of various categories and 24 Regional News Units all over the country, besides two Central Production Centers – one at Delhi and another at Guwahati.

From the very beginning Doordarshan has earmarked a sizable chunk of its time for telecasting various programmes to provide media support to socio-economic development activities of the country. Agriculture programme, programmes for rural development, women, children, family welfare, adult education, youth, civic sense and public awareness, science & technology, special programmes during natural calamities like flood, earth quake, epidemics etc. are some of important programmes for socio-economic development of the country. DD News channel provides news and current affairs programmes on the development taking place in different parts of the country and in various fields.

DD launched various serials passing out different measures,
‘Grameen Bharat’ (on rural development), ‘Bhoomi’ (on environment), ‘Janjatiya Darpan’ (on tribal affairs), ‘Khel Khel Mein Badalo Duniya, (on petroleum conservation), ‘Jaljivan’ (on water conservation), ‘Paisa Hamara Phaisala Aapka’ (on financial matter), ‘Aatmaja’ (on female infanticide), Aparijita’ (girl child), ‘Jago Grahak Jago’ (on consumer’s affairs), programme on Integrated Insurance Regularity and Development Authority of India (IRDA) etc. are some of other programmes produced by DCD on development issues.

The programmes are formulated by the experts of Agriculture, Horticulture, Veterinary Sciences, Fisheries etc. and all aspects of Agriculture, Horticulture, Veterinary Science, Fisheries etc are covered on day-to-day basis, highlighting the different technology of each crop, various schemes, success stories of farmers, weather, market prices etc.
















REACH

In spite of being trounced in the metros, Doordarshan, the national broadcaster still manages to be the leading media vehicle on a national scale, according to IRS-2002 study.

Doordarshan channels have the highest reach and cater to 259.3 million people, which is 36.7 per cent of the adult population above 12 years, according to the IRS (Indian Readership Survey)-2002 findings.

Radio has a higher media reach with 106 million (15 per cent) than magazines, which have a reach of 94.9 million (13.4 per cent). Cinema reaches out to 55.3 million (7.8 per cent), followed by Internet at 9 million (1.3 per cent).

DD leads the pack in rural areas, by reaching out to 158.3 million people while dailies are in second place with 107.5 million (21.5 per cent). Radio is a better placed with a reach of 75.4 million (15.1 per cent). while, C&S channels lag behind with 61.2 million and account for 12.2 per cent of the adult population.

The reach of magazines is more in urban India and occupies the fourth spot with a reach of 53.4 million (25.8 per cent). However, in rural India magazines slip to fifth spot with a reach of 41.4 million (8.3 per cent).

DD-1 is the leading channel with a reach of 233 million, followed by DD Metro with 103 million. Star Plus is third with a reach of 54 million, while Sony TV delivers a reach of 41 million and Zee TV 36 million, according to the IRS-2002 report.




MYTHS
1) Households watching DD don't buy products:
Take for instance the myth that buyers of products and services only watch C&S channels. Our research shows that 89 per cent of Hindustan Lever Limited (HLL) products are sold in rural areas.

2) DD programmes don't feature in C&S homes Top 100 lists:
There are false myths about DD programmes not featuring in the Top 100 lists of C&S homes.

3) DD's distribution and connectivity in metros is weak:
Despite the tall claims of distribution and connectivity, more than 48 per cent of Mumbai and Delhi still don't get C&S channels. There are people who didn't have cable TV because they could not afford it. Some of the people in the upper socio-economic class prefer to avoid subscribing to C&S channels for various reasons - be it the issue that C&S television might hamper their children's studies; or the fact they watch minimal television; or concerned about values and morality..

4) DD's programming is sub-standard:
The point remains that DD is still conservative and we have comprehensive programming guidelines. We shall never air the so-called "bold, revealing" films.

5) DD doesn't cater to varied tastes:
They have a holistic approach to programming. It is their duty and responsibility to cater to different tastes - we have a channel (DD Bharati) totally dedicated to children and lovers of classical music and arts. There is a select audience for this kind of content - perhaps around one per cent of the total pie but this one per cent of viewers is a very loyal audience.

7) DD news is not watched:
Another myth revolves around the "news" related programmes. The splash of hoardings, advertisements and multimedia campaign seems to have given the wrong impression to advertisers. The C&S news channels seem to have created a perception that they are being watched more than DD News.
REVENUE


Doordarshan today claimed a growth of 47.21 per cent, with its commercial and advertising revenue rising to Rs 6.10 billion during 1999-2000.

Rajeeva Ratna Shah, Prasar Bharati chief executive officer, said that this is the highest-ever revenue generated by Doordarshan, since the last high was Rs 5.77 billion in 1996-97. The commercial revenue had then shown a decline: with Rs 4.90 billion in 1997-98 and Rs 4.14 billion in 1998-99, showing a decline of 15.5 per cent.

The flagship channel of Doordarshan, DD 1, had touched an all time high with a revenue of Rs 3.18 billion, the last high being Rs.2.84 billion in 1996-97.
He announced that Prasar Bharati will continue to get non-plan support despite the government decision to treat Prasar Bharati as a full fledged autonomous body with effect from this financial year.
According to the decision, the public broadcaster is to receive a grant-in-aid amounting to Rs 9.63 billion to cover the gap in its Doordarshan presently claimed a growth of 47.21 per cent, with its commercial and advertising revenue rising to Rs 6.10 billion during 1999-2000.

The commercial revenue had then shown a decline: with Rs 4.90 billion in 1997-98 and Rs 4.14 billion in 1998-99, showing a decline of 15.5 per cent. The flagship channel of Doordarshan, DD 1, had touched an all-time high
with a revenue of Rs 3.18 billion, the last high being Rs 2.84 billion in 1996-97.

The revenue generation in 1999-2000 was significant considering
Doordarshan was expecting a revenue of Rs 5 billion during 1999-2000, having netted a revenue of Rs 3.64 billion till January 2001.

Live reportage of four cricketing events -- World Cup, Sharjah, India New Zealand series, and BCCI cricket events -- had brought in a total revenue of Rs.15.98 billion.



















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