DD invites ad agencies to overhaul its image

NEW DELHI: Prasar Bharati has decided against having another consultant on board for sprucing up Doordarshan's image and brand positioning. Instead, pubcaster DD will invite bids from advertising agencies for the same.

As reported by indiantelevision.com last week, at one time DD was contemplating hiring a top notch advertising professional to work on DD's image building. And topping the list of candidates was O&M's India head Piyush Pandey.

Doordarshan sources said that as the pubcaster already has several outside consultants, including ad guru Alyque Padamsee, it was decided not to add another name to the list.

As and when the bids are invited from ad agencies for sprucing up DD's image, weightage will not be given to the lowest quotation, but to the creative aspect of the whole exercise.

The successful ad agency is also likely to be given the responsibility for doing the creatives of DD as also work on the DD brand and its image overhaul.

In recent times, DD has made serious efforts to keep pace with the fast changing market situation where private satellite channels have been winning the game over it in occupying mind space, inspite of the fact that satellite channels' reach is less than 50 per cent that of DD's.

As part of several initiatives in this direction, DD has gone in for bringing about more flexibility in its commercial policy, including monthly reviews.

In the past, it has been seen that inflexibility on the part of DD, mainly where its rate cards for advertisements are concerned, has led to loss in revenue. The same has gone the way of private satellite channels where such commercial decision makings are flexible, keeping in mind the client and the situation.

As per the present arrangement, the Prasar Bharati board approves the rate card and commercial policy of Doordarshan that can lead to delays, it has been pointed out.

From now onwards, an empowered committee will review the rate card and guidelines regarding commercial policy of Doordarshan as also that of All India Radio. The empowered committee comprises Prasar Bharati chief executive K S Sarma, member (finance) S Sundresan and director-general of Doordarshan S Y Quraishi.

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