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Though AIR seems to have met its annual revenue target, DD is still
behind the target of net revenue of Rs 5250 million for the financial
year ending 31 March, 2003.
Announcing the decisions taken at today's board meet, Prasar Bharati
chief executive K.S. Sarma told journalists that DD has managed
to corner an additional 27 World Cup matches to be shown on a delayed
basis on DD Metro.
Pointing out that Prasar Bharati has taken a leaf out of private
satellite broadcasters who repeat one-dayers the next day, Sarma
said, "By airing the cricket matches the next day on DD Metro. We
are trying to get in more viewers onto that channel." Reason: attract
smaller and retail advertisers, cater to those people who may have
missed the live action because of the timing of the matches in South
Africa (6.p.m-1.30 a.m. IST and 2.30 p.m.-10 p.m. IST) the previous
day and "popularise DD Metro channel which needs to be resurrected."
Pointing out that for DD the World Cup cricket is a win-win situation
as there is no outgo of money (DD is only providing the platform
for telecast; revenue being shared between DD and Nimbus on 20:80
basis), but only inflow, Sarma said, "Our equity is the platform
and its vast reach. At best, we may end up making revenue of around
Rs 30 crore from the World Cup or at worst we'll have Rs 23 crore
which is the minimum guarantee money (given by the agents of Global
Cricket Corporation, the global rights holder of the World Cup cricket)."
Moreover, Sarma said, they were airing on a delayed basis the 27
cricket matches on a terrestrial channel that has "40 per cent more
reach than a satellite channel."
"Though I don't want to blame anybody, but sometimes I wonder why
wasn't this formula also used for the World Cup soccer where we
couldn't show much?" Sarma said.
PLAN TO COMMERCIALLY UTILISE UNUSED LAND
Announcing the decisions taken at today's board meet, Prasar Bharati
chief executive KS Sarma told journalists that the pubcaster has
decided to explore the possibilities of exploiting commercially
the unused land that it has at its disposal.
According to Sarma, the Corporation is likely to approach the Housing
Urban development Corporation (Hudco) to find users for such real
estate. "The board has suggested that we may start with Hudco and,
if need be, approach multinational real estate consultants too,"
Sarma said.
As Prasar Bharati cannot sell the land it has, such real estate
would only be given out on lease to preferably government organizations
with "private parties being the last option."
Prasar Bharati has at its disposal - some of them at prime locations
round the country, including Delhi, Mumbai and Bangalore - 500-600
acres of land, "most of which is lying idle." Sarma added: "Our
land definitely will be sought after."
AIR IN CONTENT EXCHANGE DEAL WITH BBC, VoA
The Prasar Bharati board also has decided to accept some proposals
of BBC radio and Voice of America to use the AIR platform to produce
and air non-news and current affairs programming on a "reciprocal
basis."
According to Sarma, if for example BBC uses 30 minutes of time
on an AIR channel, AIR also would get the same amount of time on
BBC's domestic service.
In VoA's case, AIR would decide which places it would like to broadcast
on VoA's networks. If Prasar Bharati decides, it can also market
the BBC programmes of AIR and pocket the revenue generated.
In a bid to strengthen AIR further, which has already crossed its
FY 2002-03 revenue targets, the Prasar Bharati board has decided
to go ahead with the plan to have more programming nation-wide on
SW and medium wave as also have a 20kw transmitter of AIR to broadcast
various regional languages programming on a channel that would be
available in Delhi. Reason: cater to all those people who have come
to Delhi from other parts of the country.
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