Doordarshan to monetise content archive through digital platforms

KOLKATA: Public broadcaster Doordarshan has finally decided to make some money out of its huge treasure of content. It is currently involved in converting its entire archive into digital format which it is also keen to monetise. On the other hand, the broadcaster is also looking at creating its own web portal to disseminate content of national importance, free of cost.

Two media agencies are being identified that will assist it in marketing this treasure trove. Recently, an expression of interest (EoI) was floated by Doordarshan and in the RFP (request for proposal) process, the names will be announced, said Doordarshan deputy general CK Jain while speaking exclusively to on the sidelines of IDOS 2014 in Goa .The tender process will take nearly six months, by the end of which, Jain hopes that it will have a longer list of digital content.

 “We have around two lakh hours of content yet to be converted. In fact we have converted 2,500 hours of content already which is being sold via physical media such as DVDs and CDs,” he said.  The programmes include Nirmala, Discovery of India and other classical programmes.

The aim is to make the content available online and then monetise it by identifying its worth.  “We will convert the legacy tapes into digital formats,” Jain said adding that the pubcaster has content going back to pre-independence era.

A national archive committee has been formed for identifying free and monetary content. Doordarshan is also exploring new revenue schemes for content syndication. Through this, it aims at getting a steady revenue stream.

On the yet unnamed web portal, viewers will be treated to rare recordings of Mahatma Gandhi, Jawaharlal Nehru etc that will be available free of cost to digital audiences. It is further learnt that Doordarshan would make the matter available on platforms such as Bloomberg, Sa Re Ga Ma India, iTunes, Prasar Bharti and other telecom operators in the country.

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