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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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