Prasar Bharati is also looking at making optimal use of its existing
manpower and assets, while devising strategies to tap newer sources
of revenue.Other initiatives include making programmes' on-air life
span on national broadcaster DD ratings-linked.
"Such thinking has led us to undertake work for government
organisations more aggressively. Revenues from government organisation-related
work (that includes narrowcasting work for agriculture ministry,
for instance) is likely to contribute approximately Rs 300 crore
to our total income this year, signifying an upswing," Sarma
Each time band of Doordarshan has a basic benchmark for TRPs, which
will be utilised for monitoring the ratings and continuance of slotted
programmes. The TRP of all TV homes and SEC ABC 15+ females will
be monitored for this purpose. Depending on continuous analysis,
benchmark for different time slots on DD National, for example,
has been set.
On prime time (evenings), the benchmark ratings are between 6 and
above. Similarly for mid prime time, it is between 3 and 6, while
time slots that could generate ratings below three are early morning
till 11 am and late night slots after 11 pm.
With a financial restructuring of Prasar Bharati --- being studied
by a committee headed by a senior bureaucrat from the information
and broadcasting ministry --- in the offing, the organisation is
streamlining its activities and has come out with an annual report
where profit and loss accounts as well as all assets have been properly
"The restructuring will be good for the organization and the
employees' union (that had petitioned the Prime Minister earlier
this year to dismantle Prasar Bharati's existing autonomous structure)
too is supporting us now," Sarma said.
As part of the restructuring game plan, DD has also started taking
ownership of programmes telecast on its network. In the past, rights
of most programmes used to rest with outside producers as DD depended
heavily on outsiders to give them entertainment-related fare.
According to Sarma, Prasar Bharati, which runs a subscription free
DTH service, is looking at expanding aggressively overseas. Deals
for the US market for four DD channels have already been signed,
while negotiations are on for other markets like the UK and Middle
Doordarshan, the national television service of India devoted to
public service broadcasting, is one of the largest terrestrial networks
in the world. Its network of 1314 terrestrial transmitters covers
more than 90 per cent of the country's population.
At the time of Independence in 1947, AIR had six stations and 18
transmitters covering 11 per cent of the population. Today, through
its 215 stations and 337 transmitters, it services 99 per cent of
(Rs 46= 1 US$)