|
NEW DELHI: In what is termed a bid to strengthen its marketing
efforts, national broadcaster Doordarshan has brought in
former Zee Telefilms CEO Vijay Jindal to head its newly
constituted marketing advisory committee.
The committee will be headquartered in New Delhi and will
have Jindal as chairman, with Sunit Duggal, Jagdeep Bakshi,
Murad Ali Baig, Roda Mehta, Satish Mehta as the other marketing
/ advertising experts on the committee. The Doordarshan
deputy director general (commercial) and deputy director-general
(audience research) will also be on the committee with DD's
director (commercial) as the convener of the committee.
The
committee is supposed to make recommendations to the director-general
on various issues and policies relating to marketing of
Doordarshan and its positioning in the competitive broadcasting
field The committee will meet from time to time and give
suggestions on evolving an effective marketing strategy
for Doordarshan. It will also evolve a framework for positioning
of DD Channels as a brand and advise on effective advertising
and publicity campaigns, a Prasar Bharati release states.
DD must be hoping the 44-year-old former Zee bossman and
Times Group CEO, who is an organisational and management
whiz, with a good handle on corporate finances, and has
proved his mettle as an entrepreneur, will be able reshape
the pubcaster, and give it that chutzpah needed to compete
in a multichannel environment.
In recent years, Doordarshan has been placing enormous importance
on marketing of its programmes. It has already set up marketing
divisions in Mumbai (2000), Chennai (2001) and Bangalore
(2002). These units market programmes produced, owned or
acquired by Doordarshan. Nearly a third of the programmes
on the National Network and half of the programmes on the
regional service are produced in house by the Doordarshan
Kendras. Plans are afoot to open marketing offices in Delhi,
Kolkata, Hyderabad and Thiruvananthapuram also in the near
future.
DD has already set up a creative advisory committee under
the chairmanship of Alyque Padamsee.
Click here
for more headlines
|
