What initiatives have you drawn up to replicate this success
and promote future DD programmes?
DD's success with the India-West Indies series has infused a sense
of dynamism into our promotional efforts.
For the first time ever, the cricket World Cup's broadcast on Doordarshan
will be supported by a multimedia promotional campaign including
print, FM radio, outdoor, the Internet, mobile telephony, on-air
promos, consumer contests etc.
Earlier, we did not have marketing offices in different parts of
the country. Since the last year and a half, we have been recruiting
some young professionals with management degrees to man our marketing
offices in Hyderabad, Bangalore, Mumbai and Chennai. There are plans
to start new offices in Trivandrum and Delhi. This is in addition
to our other marketing partners like Nimbus.
We have entered into a barter arrangement with several newspaper
groups wherein they give us coverage for our programmes.
We are also examining the possibility of using the outdoor media
in a big way. In fact, we are meeting one of the top outdoor publicity
firms in the next few days. They are giving us a concrete plan for
optimizing the awareness levels of our programmes.
We are also examining other non-traditional channels such as multimedia
The independent producers have stepped up their individual efforts
to promote their programmes. Recently, a certain producer sent me
an entire set of the media coverage he had generated for a certain
programme. That particular programme started off with a TVR of 6.2
for the first episode and touched 7.9 in the next one.