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Media planners blamed for shrinking DD advertiser base

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MUMBAI: With its advertiser base declining steadily, public broadcaster Doordarshan has dropped its ‘unwritten’ clause requiring software producers to buy additional spot buys.
While this has lured back producers like BR Chopra, Sanjay Khan and Dheeraj Kumar back to the terrestrial channel, (particularly with reduced primetime telecast fees now costing Rs 3,50,000 for 30 minutes with 120 seconds of advertising time), “warped” perceptions of media planners and buyers are still keeping the advertiser away from DD, claims the pubcaster.
DD’s dwindling client base has forced it to rationalise and re-negotiate terms with producers. Earlier, many producers considered DD to be an unviable proposition as it insisted on additional spot buys at Rs 80,000 for every additional ten-second spot. Total advertising time during the DD hey-days in 2000-2001 had increased to 15 minutes for a one hour episode. DD had got used to higher telecast fees of Rs 4.2 million and producers used to make profits even on these higher telecast fees.
With DD back wooing producers, Dheeraj Kumar’s Creative Eye has bought slots on the DD afternoon band, while Sanjay Khan’s Numero Uno is back with two mega serials – Maharathi Karna and 1857 Kranti (which had been discontinued after four episodes in its earlier run in May 2001). BR TV is ruling the roost with Ravi Chopra’s Aap Beeti which featured in seven out of the Top 10 shows on DD in 2002. Shows like Om Namah Shivaya, Chitrahaar, Rangoli (all Creative Eye) and Zameer (Mukta Telearts) were pulled out of DD in February 2001when the telecast fees shot up.
However, DD producers also blame the media planners and buyers who they say have been responsible for DD’s dwindling base of 100 clients reducing to less than 50 in the last few years. “There is a clear mismatch, as the brands who should be on DD are shifting loyalties to C&S homes. The main culprits are ad agencies, planners and buyers who don’t have an understanding of the ground realities of semi-urban and rural areas; have never travelled to these areas; never interacted with the audiences in these areas and don’t have hard-core marketing experience,” says a producer on condition of anonymity.
Reach of DD channels as per IRS 2002 (All adults 12 yrs plus)    
DD channels
C&S channels
All India
259.3m
(36.7 per cent)
165.8m 
(23.4 per cent)
Urban
100.9m 
(48.8 per cent)
104.5m 
(50.5 per cent)
Rural
158.3m 
(31.5 per cent)
61.2 
(12.2 per cent)
“BR Chopra’s serial Aap Beeti had seven slots in the Top 10 list of DD’s programmes in week 1-46 of 2002. The high TRPs ranged between 13.38 and 12.42 for this period. An Aap Beeti episode reached out to 14,33 million viewers on 3 September 2002. Kahani Ghar Ghar Ki and Kyunki Saas bhi kabhi bahu thi could manage 7.04 million and 7.01 million viewers,” says Reasonable Advertising vice president marketing S A Khan who markets the BR TV’s serials Aap Beeti and Vishnupurana.
“The fact remains that the viewers in semi-urban areas and rural markets also have substantial purchasing power – especially true of pockets in the states of Punjab and Haryana,” adds Khan.
“If one travels beyond the metros to the smaller towns and district levels, DD continues to rule. In the Hindi belt, DD’s national network still remains popular,” adds Universal Communications’ MD Padmakar Nandekar, who claims his three programmes contribute 60 per cent to DD Mumbai’s revenues.
The programmes marketed by Nandekar include the feature films on Saturday and Sunday and the dubbed Laurel Hardy show on Sunday. Nandekar also has other programmes on DD-Thiruvananthapuran (four serials including three dailies and one weekly); DD-Chennai (one daily); DD-Bangalore (feature film on the premier Sunday afternoon slot). 
The telecast fees for DD (Mumbai) Sahyadri channels are Rs 26,000 for 30-minute episodes with Rs 12,000 for additional 10-second spots.
Many producers are also investing in dubbed versions of the serials. Both the BR TV serials are being simultaneously dubbed into four languages – Hindi, Tamil, Telegu and Malayalam. Industry experts say that the dubbed versions result in a cost increase of anything between Rs 1,50,000 and 2,00,000 but the increased TVRs and the revenues from advertising compensates for the overruns.
Inspite of all these efforts and ratings, media planners and buyers are coaxing advertisers to choose the C&S platform, allege producers. Several categories like lower-end lubricants, two-wheelers and consumer durables are gradually increasing their spends on C&S and reducing spends on DD. FMCGs is one category which is still ruling on the DD scene. “Ad agency planners must take lessons from Hindustan Lever’s managers who believe in using DD to reach out to the interiors, semi-urban and rural areas. Many HLL managers know the ground realities and use media vehicles accordingly. Colgate Palmolive, on the other hand has reduced its spends on DD. Currently, HLL, Parle Beverages, Zandu, Dabur, All Out insecticides are advertising with us,” says Nandekar.
Khan adds: ” Our top advertisers include HLL, P&G, Godrej Soaps, Nirma, Zandu and Dabur. HLL has branded our offering as Wheel Vishnupurana. Life Insurance Corporation has regularly advertised with us. When brands like Saridon and Burnol were with the Reckitt Piramal combine, they used be heavy spenders on DD but are currently reducing spends. What is sad is the fact that several lubricants are shifting loyalties to C&S and reducing spends on DD,” he says.
“Earlier, Bajaj Auto used DD whereas it has increased spends in C&S channels. Media planners are recommending C&S for Mahindra and Mahindra’s family MUVs. All these brands ought to be on DD, ” says Khan, adding that he had earlier urged some white goods companies like Kalyani Sharp to advertise on DD and they had managed to get a good response.
When questioned about the better SEC A profile of C&S channels, DD loyalist producers claim that many of the buying decisions of the SEC A households are taken by their employees (drivers and servants). They also quote the IRS studies are a better indicator than the TAM ratings as it has a sample size of more than 2,00,000 individuals whereas TAM has recently increased the scope of its ratings to place the sample size at somewhere between 3,454-4,555 metres.
Some DD loyalists also point out that certain areas of Punjab, Haryana and Uttar Pradesh are not included in the TAM studies.

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Brands

Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

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MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

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Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

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Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

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MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

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Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

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MAM

Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.

Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.

The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”

The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.

Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.

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Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”

Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.

Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.

According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.

While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.

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As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.

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