Prasar Bharati revokes telecast fee hike for serial extensions

The Prasar Bharati board has decided to remove the hike in telecast fee on serials getting an extension beyond the minimum 26 episodes on DD National. 

The pubcaster has also decreed that there would be a cap of 52 episodes for weekly serials and 39 weeks for daily soaps, a directive that might well spell an end to unending sagas unfolding on the small screen. According to the rate card DD circulated last year, serials on DD National were subject to a 25 per cent hike on the basic telecast fee after the 26th episode and a further 25 per cent hike after 52 episodes. 

The rationale behind the hikes was purportedly that any serial needs a few weeks to establish itself, and after 26 episodes it starts recovering the money. The global recession however has resulted in slimmer coffers for DD, with advertisers exploring options other than television commercials. 

At the Prasar Bharati meeting held this week, other issues discussed included marketing rights for DD World, issues relating to telecast rights of DD Sports and performance of AIR resources, reports say.

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