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| indiantelevision.com's Breaking News |
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| Research Advisory Council to guide DD,
AIR |
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Indiantelevision.com
Team
(20 December 2002 2:00 pm) |
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| NEW DELHI: The Indian government has so
far earned a total revenue of Rs 1550.12 million from open auctions
of FM radio stations, which includes earnest money, but excludes bank
guarantees lying with the government. Auctioning for licences for
40 cities has been conducted thus far. |
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This was stated in Lok Sabha (Indian Parliament's
Lower House) on Thursday by the information and broadcasting minister
Sushma Swaraj in a written reply to a query put up by fellow parliamentarian,
Dr N Venkataswamy.
The minister also informed Lok Sabha that pubcaster Doordarshan has
constituted a Research Advisory Committee consisting of eminent personalities
in the field of communication research to advise it on strengthening
in-house research and improving quality of programme content.
Quoting facts given by Prasar Bharati, which oversees the functioning
of both DD and All India Radio, Swaraj said the rating agencies' sample
does not adequately represent the viewership of Doordarshan as the
sample size of the outside rating agency is limited to only 27 cities/towns,
whereas the reach of Doordarshan lies in smaller cities and villages
also.
According to the minister, Doordarshan's research unit is being revamped
suitably to facilitate proper assessment and to incorporate a feedback
mechanism to enable restructuring of content and format of programme,
according to viewers' needs and preferences.
To meet the challenges posed by changes in the market scenario, Doordarshan
has taken various steps in order to increase viewership and boost
revenue during the coming years. These include improvement in the
quality of content and presentation of channels, improvement in the
quality of transmission, usage of more flexible rate card to meet
challenges of the competitive market environment, introduction of
effective system of advertising of Doordarshan's channels and programmes,
Swaraj told Parliament.
Steps have also been taken to exploit full commercial potential of
various programmes. Doordarshan has created its own marketing set
up and a separate Development Communication Division to look after
business of various government ministries/departments and Public Sector
Undertakings, the minister added. |
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