JAITLEY CALLS FOR PRIVATE HELP FOR DD

The government is finally turning to private satellite channels for help. A proposal is being worked out wherein private satellite TV channels may be given airtime on Doordarshan's terrestrial network in Jammu & Kashmir in an attempt to raise the popularity of DD in the border state.

The proposal, envisaging private channels' programmes being aired on the DD's network, has been discussed by the information and broadcasting ministry informally with the private satellite channels who have agreed to help DD out in state of J&K.

According to ministry sources, the proposal to share airtime with satellite channels was mooted sometime back as it was seen that very few people watched DD programmes in J&K.

To woo back J&K audiences, the government mooted the proposal of offering airtime on DD's state network in J&K to satellite channels and, according to sources, most satellite channels, Indian and foreign, have evinced keen interest to "help out DD for a national cause by offering their popular programmes to be distributed terrestrially by DD."

However, it is still not clear whether there will be some revenue sharing between DD and private satellite channels who will be offering their programmes.

The newfound bonhomie between DD and private satellite channels is a development which is coming to the fore as the information and broadcasting minister Arun Jaitley is slowly settling down in his role as a minister.

Last week Jaitley had said that the government is contemplating to restructure Doordarshan (DD) as a public service broadcasting agency instead of competing with private channels.

"There is no need to compete with the private channels. In fact DD can co-exist with private channels serving as a public broadcaster focussing on public education and information," he had said.

Jaitley had stressed the need to have professional expertise in marketing, management and finance to make DD a comprehensive public service broadcaster with credibility and fairness as its brand equity.

According to Jaitley, DD could be streamlined by reducing the number of channels which people no longer wish to watch. DD has about 18 terrestrial and satellite channels in its stable, including the DD regional channels.