DD strikes Rs 11 million barter deal with Express group

NEW DELHI: Prasar Bharati, overseeing the functioning of Doordarshan and All India Radio, is slowly starting to shed its `babu' (bureaucratic) attitude. It is increasingly going in for deals that are more in tune with the changing scenario. India's pubcaster Doordarshan has now commenced inking barter deals with print media publications for advertising purposes, something which private satellite channels do from time to time.

In one of the biggest deals till now, DD has signed a barter deal with The Indian Express group (controlled by Vivek Goenka) worth about Rs. 11.5 million.

The barter deal will give DD the option of advertising in various editions of the Express on various subjects, including special programming. In return, the Express group can use airtime on DD channels, including DD National, to put out its own ads on air for wider reach.

The Express group does advertise outside its own newspapers and magazines and has run a series of ad campaigns on satellite channels like Star News and CNBC India. Mostly, these campaigns have revolved round the brand Express and also the award which the newspaper group gives out annually for showing courage in news reporting - something which the newspaper, founded by the firebrand newspaper baron Ramnath Goenka, has always prided itself for.

Some other barter deals, according to Prasar Bharati sources, which have been sewn up by DD include those with Outlook magazine (about Rs 6.5 million), Malayala Manorama and South India-based Varta.

The sources indicated that negotiations are on with other regional language dailies like the Dainik Bhaskar, the largest circulating Hindi language daily published from several centres in Central and North India.

The rationale behind such barter deals is that DD has airtime at its disposal that can be hawked to extend and spruce up DD's image. The proposal got the nod of the Prasar Bharati board some time back.

This initiative is part of the suggestion of the marketing advisory committee of DD headed by marketing whiz and former chief executive of Zee Telefilms, Vijay Jindal.

Latest Reads
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories