| A study on the reach and impact of DD India channel in Middle-East
countries is also on the anvil.
DD, AIR INITIATIVES ON REVENUE EARNINGS
All
India Radio (AIR) is charging tower rentals (including maintenance charges) for
the infrastructures being offered to private broadcasters during Phase-II FM service
as part of revenue generating prospects.
The rentals for category A+, A, B, C and D cities are Rs.
1.3 million, Rs 0.8 million, Rs 0.4 million, Rs. 0.3 million
and Rs. 0.18 million respectively.
According
to the I&B minister, Doordarshan has also decided to charge a carriage fee
amounting to Rs. 10 million per annum from private channels that are interested
in becoming part of the bouquet of channels carried on its DD Direct Plus subscription
free DTH service. What’s more, AIR has introduced on line computerized
booking system (Central Window Booking) at its Central Sales Unit, Mumbai, which
has been linked to all its 15 Commercial Broadcasting Service (CBS) centres for
all advertisers and clients. The minister said AIR is constantly devising
new programming formats to suit local audiences. Local variation components of
Vividh Bharati stations on AM frequencies are being increased to augment listenership
and attract more
advertisers. AIR has also introduced 1:1 bonus scheme
for spot booking to attract more advertisers. For the fiscal ended 31 March
2006, AIR generated revenues of over Rs 1oo crore. Doordarshan too has taken
various steps with a view to increase revenues, including opening marketing divisions
in Mumbai, Chennai, Hyderabad, Delhi, Kolkata and Bangalore and setting up of
Development Communication Division
for securing business and catering to the
publicity requirements of various government agencies and public sector undertakings. Cable
operators have now been given the option to download signals either in analog
or digital mode to improve the transmission quality as digitalization increases. DD’s
commercial rate card is being constantly reviewed and revised to bring it in tune
with market practices and the amount of bank guarantee to be submitted by accredited
agencies increased from Rs 300,000 to Rs. 25 lakhs. Dasmunsi also said that
an empowered committee, comprising Prasar Bharati CEO and other senior members
of the board have been constituted for quick decisions in commercial matters and
payment behaviour is regularly
monitored.
For FY06 DD’s total revenue earnings were over Rs. 10
billion.
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