Producers ask DD to work on promotional budgets as well

MUMBAI: Among broadcasters in India, only Doordarshan and Kalanithi Maran's Sun Network used to follow the slot sale system, where time slots where sold to private producers for a certain amount. Marketing the show and earning moolah out of it was the producer's headache.

Then DD decided to bid adieu to the slot sale system and started marketing the shows themselves. The initiative, which started with cricket a few years back, now covers films and almost 95 per cent of evening primetime. The pubcaster will bring the afternoon primetime slots under the purview of the new system from next month onwards and the next target is all its regional channels.

The backbone of DD's new system is the Self Finance Scheme (SFS) targeted at the producers. The system operates like this: producers will be paid for their serials only after 90 days after their commencement and during this period, the shows should be maintaining the benchmark TRP of six. Otherwise, the shows will be taken off the air.

In this context, spoke to some of DD's past as well as present producers for their opinion about the new system. A majority of them thought DD should have introduced this for serials and primetime shows much earlier. However, the common concern was if DD would spend more on promotions and publicity as well.

Kishan Dang, who produces the Thursday primetime (9:30 pm) show Karan the Detective for DD feels that 90 days is too short a period for a show to establish itself and deliver the benchmark TRPs. To take care of this situation, he feels that DD should start spending more on promotions and publicity.

"DD has now adopted the business model our private broadcasters have been following. Now, thinking in the same level, there is this huge gap between the promotional budgets of both the parties. For the shows to deliver within this 90-day period, DD should promote them in a big manner. There should be enough publicity and that is very crucial for the show to stand out in the crowd. Quality and publicity are interconnected nowadays and both are crucial for the success of a show," says Dang.

Prasar Bharati deputy director general Vijaya Laxmi Chhabra feels that the worries about promotional budget don't hold water in the present scenario since DD is not competing with private broadcasters. "Advertisers are buying from us for the terrestrial reach. The argument about promotional budgets will be valid once DD starts targeting Cable & Satellite (C&S) homes. However, we are working towards it," says Chhabra.

Creative Eye's Commander Das, meanwhile, feels that such a move from DD was long due. The production house, which stopped doing shows for Doordarshan in 2003, is now in fact looking for a re-union.

"Then a lot of undercutting used to happen. Our returns depended on the marketing agencies and then the middle men. One marketing agency would be marketing 10 slots to seven different people, and if my programme went down even by 0.5 TVRs, that made a huge difference to my returns. I think the present system will work for DD and the producer," says Das.

The last programme Creative Eye had on air in DD was Ghar Sansaar. Some of the successful shows Creative Eye produced for DD include Om Namah Shivaya which ran from 1997 to 2001.

Producers are also happy because now they don't need to face hassles like bank guarantee and other bureaucratic hurdles.

Both Das and Dang feel that the 90-days delay in payments is no big deal. "Even private broadcasters, at times, tend to delay the payments for, say three to four months. This 90-day delay from DD is manageable," opines Dang.

Latest Reads
Sunny Leone in Discovery JEET’s show Man Vs Wild

Sunny Leone will be displaying her adventurous side as host of the mega-popular survival series Man Vs. Wild. The iconic series will telecast in Hindi on the soon-to-be-launched GEC Discovery JEET. The new GEC will premiere in the second week of February 2018 and the series will feature the...

Television TV Channels GECs
Times Now appoints Sujeet Mishra as marketing head

Times Network, part of India’s media conglomerate, The Times Group today announced the appointment of Sujeet Mishra as head of marketing, Times Now.

Television TV Channels People
Experience space with BBC's new VR experience

The BBC is giving you a chance fly. Home - A VR Spacewalk is an interactive virtual reality (VR) experience launched today for the HTC Vive and the Oculus Rift, and is available to download for free via the Steam Store and the Oculus Store.

Television TV Channels Factual & Documentary
Sony BBC Earth presents the Best of 2017

Sony BBC Earth revisits some of its most popular episodes of the best shows in a special programming line-up titled Best of 2017 starting 18 December 2017, every night at 7 pm and 11 pm.

Television TV Channels Factual & Documentary
Increased revenue from traditional media boosts Shemaroo numbers

Integrated media content house Shemaroo Entertainment Limited (Shemaroo) reported 18.3 percent higher year-on-year (y-o-y) consolidated total revenue for the quarter ended 30 September 2017 (Q2 FY 2017-18, the quarter under review) stood at Rs 1,345.7 million as compared with Rs 1,138.6 million in...

Television Production House Film Production
21st CF spins-off into new live news & sports co Fox

MUMBAI: After the blockbuster acquisition of 21st Century Fox by The Walt Disney Company, the former has announced that it will spinoff into a new brand Fox’ that will seek to replicate its own success in the newly focussed verticals of live news and sports brands. Using fiscal 2017 as a base, the...

Television TV Channels News Broadcasting
With Star India, Disney emerges as India's largest M&E firm

MUMBAI: Unlike the US, where the merger of The Walt Disney Co and 21st Century Fox’s entertainment assets is between two near equals, the scenario in India is totally different. 21st Century Fox’s India venture Star India is a $1.7 billion dollar media and entertainment behemoth while Disney India...

Television TV Channels People
Disney to buy 21st Century Fox assets for $52.4 billion

The Walt Disney Co has set up a $52.4 billion, all-stock deal to acquire 20th Century Fox and other entertainment and sports assets from Rupert Murdoch’s empire.

Television TV Channels Movie Channels
MOVIES NOW brings #StopDreamingAndStartWinning with 100 Mania Season 5 for its viewers

Movies Now, India’s english movie channel, rings in the festive season with its property ‘100 Mania’, beginning Friday, 15 December at 9pm. In its 5th season, the channel has curated a line-up of some of the biggest Hollywood blockbusters like Furious 7, Jurassic World, Disney’s The Jungle Book,...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories