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Tag: DD Sahyadri

  • Doordarshan mulls reach extension in south & east markets with new regional offerings

    MUMBAI: India’s public broadcaster Doordarshan is all set to expand its viewership in non-Hindi speaking markets having drawn up plans to increase presence in the southern and eastern parts of the country by launching new TV channels.

    Quoting BARC data (and other industry figures) that DD’s satellite-based FTA service FreeDish reaches 22 million homes, Doordarshan DG Supriya Sahu told Indiantelevision.com, “We are working on a plan to expand our bouquet of channels for the southern and eastern markets by increasing the number of regional channels.”

    According to Sahu, compared to private broadcasters’ regional channels, pubcaster’s language channels like DD Punjabi, DD Sahyadri and DD Podhigai (Tamil) were “working great” and, hence, the next natural move was to “strengthen” the network by “moving deeper into rural areas”.

    Sahu, however, did not clarify or shed more light on the nature and programming of the proposed regional language channels and whether they would be totally funded by taxpayers’ money or marketing initiatives simultaneously will be undertaken to try making the new channels financially viable.

    India’s national radio and TV services, All India Radio and Doordarshan, are funded by taxpayers’ money with the federal government extending annual financial aids to bridge the gap between revenue and expenditure.

    Doordarshan is also working on a whole range of other issue, which include improving content and better cross-channel promotion and marketing of all the channels in its 30-channel+ bouquet. Sahu added that such promotions will be “high” on social media as also traditional platforms.

    However, Indian TV industry observers are of the opinion that the pubcaster should do additional due diligence of viewership trends before formally launching more Indian language channels as DD’s bouquet already consists of fairly large number of regional offerings and in most such markets DD channels are amongst the top five, but not in pole position.   

    For example, if BARC India data for Week 25 for Punjabi language channels are examined, DD Punjabi was at No. 4 having garnered 25,022 (‘000) weekly Impressions in the markets (urban+rural) of  Punjab/Haryana / Chandigarh /Himachal/ J&K (NCCS All: 2+ individuals). Private sector TV channels like PTC Punjabi, MH1 Music and Chardikala Time TV occupied the top three slots, respectively, in terms of viewership.

    Non-cricket Sports League In The Offing

    Meanwhile, Sahu also told Indiantelevision.com that Doordarshan is working on a blueprint to enter sports business with three different sports leagues — basketball, tackle football (a modified form of American football) and the indigenous kabaddi.

    “We are in the final stage of finalising various logistical aspects (of such sports leagues), including the bouquet of games, partnerships, production values and marketing initiatives for the leagues,” Sahu said, adding that help of an American company with expertise in conducting university sports could be taken.

    Though the game of kabaddi, men and women, has already been turned into a league and is promoted heavily by Star Sports, which, according to the private broadcaster, has given it good dividends in terms of revenue and viewership.

    “We are not restricted to three games (for the league model),” the DD DG said, explaining more games could be taken up as the pubcaster is working on various models to bring down the costs of holding such leagues. “The sports league is not a one-time affair and is a long-term strategy spread over four to five years that will give good returns,” she added.

    A recent report by GroupM ESP and sports business media outlet SportzPower states that sports sponsorship in India grew 19.33 per cent in 2016 touching Rs 64,000 million.

    ALSO READ:

    Doordarshan in talks with Disney for kiddy content in evening slots

    FreeDish creates record, sells 11 slots for Rs 851 million

  • DD Sahyadri ups programming ante; aims to push profit margin by 2017

    DD Sahyadri ups programming ante; aims to push profit margin by 2017

    MUMBAI: With an aim to shake up the Marathi general entertainment space and completely overhaul its prime time programming, DD Sahyadri is ready to go out all guns blazing with as many as 10 new show launches in November. Of these, nine programmes are in the fiction space, with one in the non-fiction.

     

    Facing stiff competition in the Marathi regional space from private channels like Colors Marathi, Star Pravah, Zee Marathi and Saam TV, the public broadcaster has upped its budget for programming and aims to press the accelerator on revenues and push up its profit margin by 2017.

     

    DD additional director general Mukesh Sharma says, “The first 13 weeks of ratings saw us falling behind the other regional Marathi channels, and it’s high time we up our game and compete with them. They are already way ahead of us when it comes to ratings and viewership, and a revamped prime time slot was the need of the hour if we want to bridge that gap. Since Prasar Bharati has allowed us to spend this much for quality content, we are expecting a lot from the success of these shows.”

     

    The ten shows include Pashanpati, Maati Kokanchi Naati Janmachi, Vachanbaddha, Sangharsh Milanacha, Bantya Televison, Goshta Umaltya Manachi, Anakalniya, Chitrakathi and Sushilecha Dev in the fiction space and Doosri Bajoo in the non-fiction space.

     

    Speaking to Indiantelevision.com on what these new launches mean for the Marathi television ecosystem from an advertiser’s perspective, a veteran industry analyst opines, “I hope they get a sizeable chunk of the viewership and shake up the ecosystem, as the Marathi regional television space is in need of just that.”

     

    “Marathi regional television space being one of the most expensive to buy for advertising, DD Sahyadri’s presence helps to moderate that cost to a decent level. So far BARC data does not count the non-C&S (Cable & Satellite) viewers that DD Sahyadri largely caters to. If they somehow grab eyeballs and grow their C&S viewership base, which in turn helps their ratings, then I see advertisers inclining towards DD Sahyadri,” he shares.

     

    BARC India’s inclusive ratings with rural data could come as a welcome change for a regional channel such as DD Sahyadri as it splits the viewer base into the metro and hinterland viewer, with the rural one being so far unaccounted for. This poses as an opportunity for the channel to yank its ratings northwards, by grabbing eyeballs with new and revamped content on its prime time band.

     

    Sharma adds, “I believe that the millions of Marathi viewers always look forward to seeing quality content, engaging stories and connect instantly with the deeply rooted cultural ethos of Maharashtra. This is for the first time that we have launched new shows in this (Satellite 8 t0 10 pm) prime time band and we look forward that all the new shows will not only entertain the audience but as a responsible broadcaster, our programming content must also attempt to create awareness about pertinent social issues.”

     

    However, the new show launches are not the result of a knee jerk reaction by the channel in response to the BARC India ratings. “We were lacking new solid shows that will retain attention of viewers in the prime time slot, as our stronghold has always been the terrestrial audience. The foundation for introducing new prime time shows was laid about a year ago, which sees its completion today,” Sharma informs.

     

    Sharma also points out that DD Sahyadri never pitched for advertising revenue for the prime time slot as they are still largely dependent on ad revenues from FMCG sponsors like Unilever, Godrej, etc which are still keen to spend on advertising on the pubcaster’s non-C&S viewership.

     

    In fact, the  DD network offers a volume incentive scheme for its advertisers that allows any brand which spends over Rs 10 crore to be entitled to a certain percentage of free advertising. Unilever, the network’s biggest sponsor’s with Rs 100 crore advertising spends, enjoy 28 per cent bonus air time, according to industry sources.

     

    However, Sharma says that the base advertising revenue from its terrestrial platform is now shrinking to three to four per cent of the total. “So this time I thought we should concentrate on satellite programs. That was the reason for going all out and spending on high quality content and launching 10 shows at once,” he informs.

     

    Speaking of spends, Sharma shares that the cost of production for the new launches is above Rs 2 lakh per episode on an average. “I am not looking for a program that will give me money for a short time. I am looking for something with a long shelf life. Better produced shows also give scope for dubbing them into other regional languages, which will in turn give us more viewership,” he informs.

     

    When asked about the advertisers’ response to the All India BARC ratings, Sharma says it is too early to comment. “We have our fingers crossed over DD’s jump in BARC ratings in week 41 and 42, because cricket was airing at that time. DD National, being an FTA (free to air) provider of the sports entertainment, naturally got more eyeballs. If DD National continues to retain its position in the next two weeks, we certainly expect a positive reaction from the advertisers,” says Sharma.

     

    With the pubcaster having a certain threshold on budgets, DD Sahyadri has limited resources to its disposal for marketing and promoting its new launches. Having said that, the channel is taking largely to social media for promotions as well as print media (national and regional). Apart from this, DD Sahyadri plans to put up hoardings and use its own channels to spread the word.

  • Doordarshan re-hauls programming; to launch 5 new shows

    Doordarshan re-hauls programming; to launch 5 new shows

    MUMBAI: Independence Day will herald the launch of several new television serials on Doordarshan National with different shows across different genres. The pubcaster has lined up at least five new shows and will also be putting in a concerted effort to promote them across platforms. The move is seen as an attempt to regain eyeballs and also keep up with the changing taste of viewers.

     

    DD National ADG Deepa Chandra says, “Our aim behind the launch of fresh programming is to attain a renewed and appealing look. This time the prime time band is not just focused on women-oriented programmes, but also bringing shows of different genres in three phases to allure masses.”

     

    What makes these shows different from Doordarshan’s earlier programming is the quality of content. “The earlier shows were not a high value production. We are spending at least five times more than what we used to spend on these shows. Each program is going to cost us somewhere around Rs 8 – 8.5 lakh per episode, which is a big number for a public service broadcaster. However, our aim was to first concentrate on content, which will only come if we are willing to shell out good money. The presentation and the type of stories are also very different from what we have so far attempted,” shares Doordarshan Mumbai additional director general Mukesh Sharma.

    When it comes to marketing, Sharma admits that Doordarshan’s purse size is limited and the pubcaster cannot spend in the way privately owned entertainment channels do. “The marketing is mostly controlled from the Delhi Kendra, and they do have some idea. The fact remains that unless you have a sustained marketing effort, the results won’t show. You cannot have a thrust of marketing at the launch, which gradually dies out when the show progresses. So that is one of our concerns, which we plan to deal with. Another issue is that we are a public broadcaster, we cannot just hire anyone for our marketing efforts. There are tenders and quotations involved and after that I have to go for the lowest rates available. So there is a limitation as to what all we can try with our publicity,” points out Sharma.

    Having said that, Doordarshan has nonetheless put in place a planned and systematic effort for marketing its shows, starting with press conferences, hoardings and print media.

    “I have personally called at least eleven editors of print media and asked for their support in promoting our shows. And I plan on further promoting the shows through various other reality shows we host at DD Sahyadri. Apart from that, we are putting up hoardings across cities at the right places. We are trying to do radio publicity on FM channels and through the mediums available to Prasar Bharati,” informs Sharma.

    The five new shows come as breath of fresh air, and will be the first amongst the channel’s steps to re-haul its programming to suit the changing taste of viewers. The step is also an effort to redeem the channel’s falling position on the ratings chart.

    When asked whether the new shows were a conscious effort to boost its failing BARC ratings, Sharma says, “In a government organisation nothing can happen in a jiffy. We had plans to launch fresh content with good production value for a while now and after these five shows, more will follow. It is a mere coincidence that the shows are launching after a few weeks of the BARC ratings releasing.”

    Aimed at audience of a varied age group; from non-fiction talk show to romance drama series meant for the super prime time slot, the new shows comfortably fit to entertain both the young and old in a family.

    The story of the independence struggle is brought out through the story of Ranbheri, a newspaper that not only played a significant role in the freedom struggle in the 1940s but also joined the different voices of the freedom fighters who were slowly and stealthily working towards the overthrow of the tyrannical British Rule. The one hour show scheduled to start from 15 August at 8 pm, will be telecast on Saturdays and Sundays to tell the unheard stories of unsung heroes of the freedom struggle and how media had played a major role during the independence struggle in India.

    Starting from 16 August, DD National has scheduled a chat show called Koshish Se Qamyabi Tak at 10:30 am, to be telecast every Sunday, anchored by the veteran Kiran Juneja who herself got a major break in DD through Buniyaad. She will take viewers through a journey of the lives of cine stars, from their struggles to their successes. The stories would feature notable faces from Bollywood like Madhur Bhandarkar, Parineeti Chopra and Ayushmann Khurrana amongst others.

    This is followed by Dil Ko Aaj Fir Jeene Ki Tamanna Hai from 17 August at 9 pm, Monday to Friday. The show is a soft, sentimental and tasteful love story of a small town girl from Patiala and a city bred boy who meet through a musical reality show where the girl’s dreams intertwine with the boy’s ambitions and thus unfolds their journey of love through many twists and turns.

    Beti Ka Farz is the story of a married woman who is an ideal daughter in law till she decides to fulfill her duty and responsibility as a daughter of her ailing and needy parents. Thus starts the never ending struggle and trial of this daughter-in-law. The show asks many pertinent questions about the rights of a daughter who wishes to help and care for her parents just like any other son even after she gets married and goes to her husband’s home. This daily unconventional show will be telecast from 24 August at 10 pm, Monday to Thursday.

    On the other hand, Annu Kappor brings to Doordarshan National his ‘slice of life’ story of people over forty, tracing their angst, frustrations, emotions, ambitions, dreams and struggles. The show takes the viewers through the experiences of a few such men, that are ‘ realistic’ and ‘heart touching’ and every person in the viewers would relate to their emotions portrayed in this daily show. 40 Plus begins from 31 August at 8 pm, Monday to Friday.

    Apart from Koshish Se Qamyabi Tak, which is entirely home produced by Prasar Bharati, the rest of the four shows have been commissioned to well known production houses including BBC Worldwide Productions India.

  • Children’s Day special on DD Sahyadri ‘6th Ryan’s IAFA Awards’

    Children’s Day special on DD Sahyadri ‘6th Ryan’s IAFA Awards’

    MUMBAI: This year, Mumbai Doordarshan Kendra played the perfect host to the 6th edition of world’s online ad film making contest.
     
    The Iceplex Ad Film Awards (IAFA), an initiative by the Ryan International Group of Institutions, started Six years ago to broaden the outlook of students by giving them a platform to showcase their talents. The three categories for which the children made ad films were Environment, Safety & Health and Beauty. For these categories over 16,000 entries from across the country were received.
     
    Among the dignitaries were Mr. Johny Lever the Brand Ambassador of IAFA, Mr. Kiran Shantaram- Chairman of V. Shantaram Foundation, Head of Asian Film Foundation, President of Federation of Film Societies of India, Mr. ParikshitSahani-Actor, Mr. Bharat Dabholkar Ad Guru, Mr. Mukesh Sharma ADG Doordarshan and Broadcast partner, Mr. Prakash Kulkarni Editor FPJ and Dr. Mukesh Batra
     

     

    Detailed list of the winners as per the popular ad categories :

    Prestigious Dr. V Shantaram Award: Vinayak Joshi
    ·         Environment Ads
    ·         Balraj Sahni Award for Age- 11- 13: Samarth Kapoor
    ·         Age- 14 – 16: Nida Shaikh
    ·         Age- 17- 21: SanketPradipGomase
    ·         Safety Ads
    ·         Age- 11- 13: Divyam Kumar
    ·         Age- 14- 16: Aakash Kapoor
    ·         Age- 17- 21: VivartRangari
    ·         (Health & Beauty Ads)
    ·         Dr. Batra Award Age11-13: RishikaBharodiya
    ·         Age 14- 16: Jayesh Gupta
    ·         Age 17- 21: S Bhavini
    ·         Y J Jury Awards:
    ·         Age11-13: AaryaNeve
    ·         Age 14- 16: Aditya biala
    ·         Age 17- 21: Joshua Kirubagaran&MihikaBhaskar
    ·         Iceplex’sFavourite Award-Nihar Vyas
    ·          
    Speaking at the award ceremony of the 6th IAFA, Madam Grace Pinto, Managing Director, Ryan International Group of Institutions said, “When we launched IAFA, the world first online ad film award for children, it was our desire to provide a platform to all school children to show their creativity. The popularity of IAFA has surprised us and every year, we are breaking records in terms of the number of participants”.
     
    Shri Mukesh Sharma, Addl. Director General, Doordarshan said “Having received an overwhelming response in the registration process and after judging the best work done by the young ad film makers we were pleased to take this unique and innovative initiative to a next level. I have always believed in providing the visual medium platform for promising young talent to hone their skills and to follow their dreams. By providing a platform and recognition, we hope young talented minds can get a chance to unlock their true potential.
     
     This program will telecast on DD Sahyadri on 14th November, 2014 from 10:00 pm. on-wards.

     

  • “Sahyadri Sanjeevani – feliciating rural medicos”

    “Sahyadri Sanjeevani – feliciating rural medicos”

    MUMBAI: Doordarshan, television network of Prasar Bharati, Broadcasting Corporation of India, launched World’s biggest health campaign ‘Swasth Bharat‘ (Healthy India) supported by the Union Government in 2012.  The audiences welcomed the five-days-a-week telecast of Swasth Bharat program from 30 TV stations which continue to educate, explore and lead a healthy – bright INDIA till today.

     

     “SAHYADRI SANJEEVANI SANMAN SOHALA” is the brainchild of Shri Mukesh Sharma, Additional DG of DD Sahyadri to felicitate and acknowledge the outstanding work done by the medicos in the rural areas and to the under privileged. DD Sahyadri honors these “COMMUNITY LEADERS” through the visual medium, applauds their dedication and untiring service to the have-nots. Such initiative will encourage/motivate the young medicos to go the rural areas and work for the masses in the villages.

     

    The Ten Doctors felicited during the SAHYADRI SANJEEVANI SANMAN SOHALA:

     

    • Dr.Prakash Amte & Dr. Mandakini Amte were honored with the Magsasay Award for “Commnity Leadership” towards their philanthropic work in the form of Lok Biradari Prakalp among the Madia Gonds in Gadchiroli district of Maharashtra. Dr. P. Amte has written Marathi books like “Prakashvata” & “Negal” and believes that his family is passionately engaged in social work, considering that they have been doing it for three generations now.              

                                                     

    • Dr. Vikas Mahatme & Dr. Sunita Mahatme in 1987 established “Mahatme Eye Bank & Eye Welfare Charitable Trust and is government recognized eye bank with maximum corneal retrieval & usage in Nagpur. What began as his one room, one man operation has now evolved into one of the most extensive charitable ophthalmic hospitals in the country.

     

    • Dr. Uday Bodhankar a renowned senior pediatrician has been elected as the President of COMHAD(Commonwealth Association for Health & Disability) which links professionals across the commonwealth and advocated prevention of brain damage due to birth asphyxia, childhood blindness, epilepsy. It also runs a joint programme with WHO on early childhood psycho-social development.

     

    • Dr. Narendra Vaidya developed the first ever Emergency Medical Service in India at Lokmanya Hospital (Pune). He initiated Golden Hour project where the patient met with an accident will be attended in an hour for reducing mortality which saved around 40,000 lives until now. “Rashtriya Ratna” award winner for his contribution towards rescue of earthquake victims at Anjar, Gujrat 2001 and the first orthopedic surgeon to establish a comprehensive spine care centre in PCMC (Pune) area.

     

    • Dr. Smita & Dr. Ravindr Kolhe (MD) devoted their lives for providing health services to tribal’s especially pregnant women and children’s living in remote. They were also in forefront to create awareness about women’s health, child education, developing food chains, power generation and minimum wages at Melghat region of Vdharbha & Buiragarh in Dharni Taluka, Maharashtra.

     

    • Dr. Abhay Bang & Dr. Rani Bang have revolutionized healthcare for the poorest and have overseen a programme that has substantially reduced infant mortality rates. They founded SEARCH – a nonprofit organization in Gadchiroli district of Maharashtra which is involved in rural health service/research and have established a tribal friendly hospital with experienced health workers.

     

    • Dr. Suresh V. Adkar one of the pioneers in creating “ASTITVA” an organization dedicated to the development of disabled. The first Govt. recognized “Sheltered Workshop” was his brainchild which aims at enhancing vocational training, theoretically & practically to the disabled of particular profession.The students, after training, can engage themselves in activities like making envelopes, card board boxes, Book binding, stitching, knitting etc. In group activities, they can make chalks, candles, incense sticks etc. 

     

    • Dr Rekha Davar, head of obstetrics – gynecology at JJ Hospital and working tremendously for controlling the incidences of babies born with HIV – positivity she is the head of PPTCT which aims to prevent the prenatal transmission of HIV from an HIV infected mother to her newborn.

     

    • In the Kokan region of Maharashtra lies Mahad, this obscure place is home to Dr. Himmatrao S. Bawaskar, India’s internationally acclaimed physician and a well known authority for his research and treatment for Scorpion poisoning to the patients where healthcare was once non-existent.

     

    • Dr.Ulhas Wagh has been providing free clinical services by medical camps to the poor and needy people particularly villagers, adivasis who neglect oral health care and can’t afford the dental treatment since last 34 years. He also worked tremendously towards the reduction of HIV/AIDS prevalence among Female sex workers through effective intervention at Indira Nagar, Bhiwandi sex-workers brothel based area since last 15 years.

     

    SPECIAL MENTION & FELICIATION: In the year 2013 -14 “Shree Siddhivinayak Ganapati Temple Trust” contributed eight crore rupees financial aid for heath related services and towards the upliftment of the underprivileged in 32 districts of Maharashtra. Also a grant of Rs.25000/- to the needy patients suffering from Kidney, Heart and Brain related ailment.

     

    “SAHYADRI SANJEEVANI SANMAN SOHALA” will telecast on DD Sahyadri Channel on Sunday, 6th April 2014 from 4:00 p.m. onwards and repeat on same day at 10:00p.m.

  • DD Sahyadri plans special programmes for R-Day

    DD Sahyadri plans special programmes for R-Day

    MUMBAI: On the occasion of 65th year of Republic Day DD Sahyadri is presenting special programs saluting the Indian constitution and the democracy which we all enjoy as the citizen of India.

    The day 26th January, 2014 will begin with the telecast of Republic Day Ceremony live from The India Gate at 9.00 am followed by a program “Shiladaar Rashtrya Nirmiteche” – Contributors in the Nation Building at 11:30 am in which Doordarshan applauded dignitaries from various fields who have played an important role in their own field and contributed their part in the nation building process. This galaxy of stars consisted Padma Awardees, Broadcasters, Filmmakers, Doctors, Maharashtra Police Chief, Cultural & Film – Radio Celebs.

    The main attraction of the day is a brand new debate show on DD Sahyadri at 4:00 pm “YOUNG TARANG” conceptualized by Shri Mukesh Sharma – ADG, Mumbai Doordarshan Kendra which is an attempt to bring the young talent under one roof to enhance their knowledge and explore their world on the current issues through a healthy debate.

  • NDTV Media appointed airtime sales rep for Mi Marathi

    NDTV Media appointed airtime sales rep for Mi Marathi

    MUMBAI: NDTV Media has been appointed as the exclusive airtime sales representative for the soon-to-be-launched Marathi channel, “Mi Marathi” from the Adhikari stable. It will be responsible for all revenue generating efforts for the channel.

    “This venture is the first step towards our entry into the regional space. With more and more niche and special interest channels taking market share, regional markets will witness an exponential growth. We believe that with the majority of the population speaking Marathi, the size of the Marathi regional market advertising pie will cross the Rs 120-crore mark by the year end. We are delighted and proud to be associated with Mi Marathi channel”, said NDTV Media CEO Raj Nayak.

    Markand Adhikari in an earlier interview to Indiantelevision.com had revealed that the channel which has been in the docks for a while would be launched in February.

    The baseline of MI MARATHI is “Aaplya Manasachi Aapli Vahini”, a channel by the Son of the Soil. Sri Adhikari Brothers have in the last 20 years, produced more than 2000 hours of Marathi programming for DD Sahyadri and Doordarshan’s national network.

  • Pubcaster DD does high definition twist

    Pubcaster DD does high definition twist

    MUMBAI: The Marathi TV creative community in Mumbai was excited last month. The reason: pubcaster Doordarshan flagged off a high definition (HD) production studio at its Mumbai kendra. Set up at a cost of Rs 18 crore, the studio has already started producing music programs, plays, series and shows such as Aaj Che Dawedaar Uddyache Super Star and Dhina Dhin Dha which come on DD Sahaydari.

    Mukesh Sharma says that the broadcaster is moving towards an HD world

    While this is great, says a media observer, it is a case of putting the cart before the horse as DD has no HD transmitters. The net result: it has been downgrading the programs to standard definition (SD) for terrestrial and satellite telecasts of DD daily.

     

    Agrees DD Sahyadri Additional director general (programming) Mukesh Sharma adding that the studio will only be used for HD content production. “We are looking at changing and adapting to HD and this is the first stage,” says Sharma.

     

    The Mumbai HD set includes six new Ikegami HD cameras, Dolby surround system, new microphones, a Kayak switcher as well as a new post production set up for editing. The system integration for the approximately 900 sq metre of an old studio in the new DD building in central Mumbai was done by Shaf Broadcast. The pub-caster currently has plans to upgrade its old world SD transmission network to HD over the next few months. Reports are that some 10 terrestrial HD TV channels are on the anvil.

    It says it does not want to wait until it starts transmitting in HD; it would rather build its program catalogue in HD now for future exploitation. We are going to have more studios in metros like Chennai, Bangalore, and Kolkata very soon, added Sharma. The first to come online with its HD set up was Delhi in May 2013.

    DD’s attempt to adapt to changes by introducing HD systems

     

    Questions are being raised whether DD is doing the right thing migrating to HD? Will it be more money down the drain for a broadcaster which has a mandate of public service? Are private players generating enough excitement amongst media planners to allow them to plonk their advertising dollars on their HD chanels?

     

    “Not really,” observes the media observer. “Advertisers are approaching HD channels cautiously. They prefer a shot gun approach on SD channels where they get mass audiences than in a HD service which is being watched by smaller more elite audiences. They obviously are playing safe so far.”

     

    NDTV Lifestyle chief executive director Smeeta Chakrabarti too tends to agree. She has been filming the channel’s show in HD for a few years now and says advertisers have been chary of parking their bucks there. Says she: “The cost of buying HD equipment is not much higher than normal ones but the cost of broadcasting is not recovered through revenue.”

     

    “I don’t know why such a brou-ha-ha is being made about DD moving to HD,” says another media observer. “Almost all of the terrestrial broadcasters the world over have made the transition; DD is doing it in its unique fashion like it does so for all its activities. So be it.”

  • ‘DD Sahyadri has been successfully exploring the pubcaster’s autonomy to unleash useful information’

    Another tranquil evening is setting in the imposing Prasar Bharati complex, situated at Mumbai‘s upscale Worli area.As I enter the DD Kendra Mumbai (DD Sahyadri) office, an eerie silence accompanied by that unmistakable government office aura surrounds me. The staff has slowly started packing their bags, and walking through the vacant corridor, I wonder if that terrible traffic jam has cost me my appointment with the Kendra director Mukesh Sharma.

    Meet the man though and any notions that he oversees a culture of ennui are dispelled. Sharma has just come off major brainstorming session with his key officers. As I am ushered into the spacious cabin, Sharma displays no signs of the fatigue. Over a cup of black tea, that Sharma himself prepared, he switches on the cheerful chat. He has been running the show at the Mumbai Kendra in this fashion since the last six years and the way DD Sahyadri evolved during this phase says it all.

    In the course of the conversation, the former filmmaker‘s uninterrupted journey of six years as DD Sahyadri director is unveiled frame by frame.

    A UP-ITE COMES TO MUMBAI TO LEAD DD‘S MARATHI DRIVE

    I have come all the way from Lucknow to Mumbai to head DD Sahyadri. There was a bit of apprehension in my mind when I took up the assignment. Reason, obviously the language and cultural barriers. To think like a Maharashtrian when it comes to conceptualising and ideating programming sounded a difficult proposition. However, I solved the situation successfully by following the strategy of ideating quality programmes and then banking on the local team to do the job perfectly.

    I also realised that, I could use my film background to my advantage in this position. Being a filmmaker and producer myself, I think in the same wavelength that my producers think and that came as a huge bonus. My career background helped me to interact with my clients in a better way and overall it helped a lot to increase the Kendra‘s productivity.

    THOSE EARLY DAYS

    When I joined on 4 May 2000, DD Sahyadri was in a terrible state then. Poor connectivity, substandard programmes and low grade technical infrastructure had placed us lowest in the Marathi channel chart, behind ETV Marathi, Alpha Marathi (now Zee Marathi), Tara Marathi and Prabhat. I wanted to change this.

    I started with the connectivity issue. The issue was discussed with the cable operators and the DD Public Relations (PR) machinery was effectively used to improve the relationship with all concerned. Within six months, we were seen, heard and known. DD Sahyadri discovered its own identity and that made a huge difference. I have never sold the channel as Doordarshan. I always marketed it as Sahyadri.

    To improve the programming, I did a SWOT (Strengths, Weaknesses, Opportunities & Threats) analysis of the channel and identified my target group (TG) as citizens and not consumers. I decided to run Sahyadri like a real public channel. To reach out to the masses, phone-in programmes were conceptualised. This was something new in those times. I realised that, DD Sahyadri‘s USP should be, ‘a channel that reaches the masses and empowers them — especially women — through its programmes‘.

    PROGRAMMING LANDMARKS

    Our first ever phone-in programme Hello Sakhi, has completed six years as a daily show now. So, I can say, DD Sahyadri has about 1500 hours of women empowerment programming unleashed in Maharashtra. The programme gives expert advice on issues such as legal, career, education and health and the programme was first its kind when it was introduced in 2000. Even phone-in programmes were a rare affair then, whether on DD or satellite channels.

    Then came Hello Doctor in 2001, again targeted at the masses. We also kicked off the Navratna Awards, which felicitates nine talented Maharashtrians, in the same year. Another award property Navjot Sahyadri Che was initiated in 2002 in association with Unicef. Then in 2003, we introduced Lux Hirkani Awards to honour ‘women of substance‘. As an appreciation towards our achievements in establishing event properties, Prasar Bharati asked us to produce an award show Prerna Puraskar and then New Year programmes for the national network. The New Year programmes are produced at a cost of about Rs 2.5 million and we record a profit of about Rs 7.5 million out of it.

    Since Mumbai is the hub of Indian cinema, I brought the entire Films Division from Delhi to Mumbai. The division has now become a significant player in Prasar Bharati‘s revenue plans as it functions in harmony with the DD marketing division in Mumbai.

    Overall, DD Sahyadri launched about 25 programmes during this six-year period. These cut across all the programming genres such as talk shows, game shows, events, musicals and soaps. I would say, DD Sahyadri gave a significant contribution to television in its infancy by introducing such diverse genres to the masses and the huge success these shows recorded underlines their popularity.

    REVENUE REALISATIONS & FUTURE PLANS

    Some time back, I realised that, DD Sahyadri was wasting its air time during the breaks between programmes. We used to simply display some message on the screen informing viewers about the next programme coming up. I introduced five minute programmes in these ‘lazy‘ slots and started telecasting programmes such as Hasnavari Gheu Naka (Jokes Apart). The popularity of the programme attracted advertisers and now the five minute slot has 1.5 minutes bought by advertisers.

    In 2005, Prasar Bharati introduced the Self Financing Scheme (SFS) successfully in the national channel. The logical extension of the scheme has been to regional channels and DD Sahyadri was chosen as the first regional Kendra to implement the scheme. The SFS scheme gives DD the power to market its shows and earn the returns, while producers are paid a fixed amount for their work.

    The system delivered very well for DD Sahyadri in the 2006 fiscal. We recorded revenues of Rs 280 million in the 2005-2006 fiscal, which comes to about 28 per cent of the Kendra‘s revenue. By marketing our shows in-house, we could triple our returns. As we move towards a 100 per cent implementation of the system, DD Sahyadri is targeting revenues of about Rs 300 million in the 2006-2007 fiscal,

    On 2 October 2006, on its 35th birthday, DD Sahyadri will activate a complete switchover from the sponsored to commissioned model for its show slots. We will bring all our programmes under SFS by marketing them ourselves. Presently, sponsored programmes constitute about 20 per cent of our schedule and from 2 October onwards, there won‘t be a single sponsored programme in our line up. Right now the plan is in the initial phase of implementation and we are working towards achieving the goal.

    DIRECT TO HOME (DTH) & DD SAHYADRI

    According to a study conducted by Tam recently, about 2.5 million DTH boxes were sold in the country. The study showed Zee had the maximum number of DTH customers in Rajasthan, while DD‘s DTH is most popular in the rural areas of Maharashtra. That is a testimony to DD Sahyadri‘s strong hold over the masses in the All Maharashtra market.

    DD Sahyadri has also taken an active part in marketing the DD DTH. In fact, I presented a DD DTH connection to Sachin Tendulkar during the Navratna Awards ceremony.

    DOORDHARSHAN IS AGEING

    On the lack of young talent in Doordarshan: Since 1992, DD hasn‘t made any fresh recruitment. The average age of DD employees is now 55 years. We have no new generation backing us. The government must look at this with all the seriousness required.

    SETBACKS

    Overall, DD Sahyadri – during my tenure – didn‘t have to backtrack from any of its major initiatives. However, one programming initiative did let us down. Inspired by the national network‘s successful 11 pm Bioscope experiment, where a movie is telecast over three days on DD1 part-by-part, we started a similar initiative for the 8 pm slots on Monday, Tuesday and Wednesday. But it didn‘t appeal to the viewers and we were forced to pull it off.

    PARTING SHOT

    As the DD Sahyadri director, I have been trying to do this balancing act of selling the channel as well as contributing to society. Through our various properties which are targeted at the common man of Maharashtra, DD Sahyadri has been successfully exploring the pubcaster‘s autonomy to unleash useful information. As a responsible broadcast official, I am working towards an effective broadcast policy in a digital multi-channel era in the context of social education.

  • DD Sahyadri announces Navratna Awards

    DD Sahyadri announces Navratna Awards

    MUMBAI: Doordarshan’s Marathi channel Sahyadri has announced the winners of the Navratna Awards. The awards honour Maharashtrians, who have excelled in a particular field of interest.

    This year the awards will be presented to eleven prominent personalities in their field of interest namely music, films, drama, sports, social work, journalism, women, industrialist and literature.

    This year the Godrej No.1 Sahyadri Awards would be presented to Ulhas Kashalkar for music, Amol Palekar for films, Mohan Wagh for drama, Sachin Tendulkar for sports, Ms Madakini and Prakash Amte for social work, Pratapsingh Jadhav for journalism. Ms Nasima Hurzul in the woman’s category. Ajit Gulabchand for industrialist and Mangesh Padgaonkar for literature.

    The jury members included Chandrashekhar Dharmadhikari, Kiran Shantaram, Prabhakar Panshikar, Dr Prabha Atre, Madhukar Bhave, Ms Rupa Shah, V.V. Karmarkar, Vijaya Rajadhyaksha and Chandrakant Salunkhe.