Doordarshan automates its commercial operations

NEW DELHI: Doordarshan is going full swing on its proposed revamp. And it’s not just the new programming lineup that the pubcaster is looking at.


As reported earlier by , DD has been working hard at upgrading its backend services and in the process was looking at moving from its semi-integrated software that handles different departments manually, to Broadcast Air Time Scheduling System (BATS) software, which integrates all the departments online. The software has been provided by Media Nucleus.


In the latest, Doordarshan has officially launched the BATS traffic and billing software which will now connect its Delhi and Mumbai offices. It can be noted that the pubcaster was looking at completing the integration in three phases. “This is the phase I of the process, in which we have integrated Delhi and Mumbai offices. Our aim is to complete the integration of all the 67 kendras by February 2015,” informed Doordarshan deputy director general CK Jain.


The aim of the BATS software is to provide satisfactory services to the pubcaster’s clients and advertising agencies. Inaugurated by Prasar Bharati chairman Dr A Surya Prakash, the application will integrate all the departments of scheduling, sales and billing, which were earlier being handled manually causing delays and several disputes with agencies.


The application will provide an integrated solution for all processes including sales, scheduling, billing and receipts. It is a menu driven enterprise, an ad scheduling and billing software which has been customised to the needs of Doordarshan. It has various modules associated with respective departments involved in ad-scheduling, logging and billing.


The decision of upgrading the backend was taken since Doordarshan with its wide network of kendras and regional channels across the country was facing difficulty to monitor its outstanding revenue initially, as it was done manually.


The chairman appreciating the initiative said, “Doordarshan should have taken this step 10 years ago but nonetheless this would bring much needed fairness and transparency into the system and will improve the overall efficiency and productivity of the organisation. Doordarshan is a media unit and has to function like a professional media unit as its activities are closely watched by all.”  


Once implemented, BATS will bring much needed efficiency into commercial operations. This centrally-monitored software has all the relevant commercial details available on a single webpage for the management to check at one go. It ensures that all the information is relayed in real time across locations and networks.


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