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As a public service broadcaster, which is constantly feeling the pressure
of living up to its designated role of being a public service broadcaster
on one side and the need to generate revenues on the other, for Prasar
Bharati year 2002 was a pretty good one. I feel more elated about All
India Radio, which always seems to be living in the shadows of Doordarshan.
The revenues from radio would cross the Rs 100 crore mark by the time
we finish the current financial year (ending March 31, 2003) and most
of it was generated during 2002.
Simultaneous to doing our own business, Prasar Bharati has been instrumental
in helping others. Take, for example, the case of the private FM players.
When the private players were finding it difficult to put up their own
infrastructure, AIR came to their help by leasing out infrastructure at
its disposal. What's more, neither Prasar Bharati nor AIR considers the
private FM players as competition. Plurality of interest is always good
and it has come to the fore where FM radio is concerned. Private players
will provide what AIR cannot provide as far as content is concerned.
There are several achievements during 2002, but we can say with pride
that we also lived up to our role of a public service broadcaster when,
for the first time, DD covered the National Games held at Hyderabad in
an unprecedented manner. For the first time, the regional DD Kendras covered
the National Games exhaustively, while the National channel provided in-depth
coverage for viewers country-wide.
It also gives us great satisfaction that from the National Games, DD
earned Rs. 50 lakh as advertising revenue. Compare this to the last National
Games when the revenue generated was a mere Rs. 5 lakh.
Now, why am I referring to these instances ? All these go on to highlight
a sense of purpose in Prasar Bharati --- looking at opportunities to generate
additional revenue without sacrificing our importance as a public service
broadcaster. I don't see much conflict in interest. Such things can be
done and would be done.
These days, since I also double up as the director-general of AIR, I
am realising the importance of the organisation as also the vast possibilities
that AIR offers. For instance, for the last five years the rate card of
AIR had not been revised which was done during 2002. Not only Prasar Bharati
has gone in for rationalisation of the AIR rate card, but, in the process,
has the possibility of giving TV channels a run for their money.
For the sponsored category, we have reduced the buy rates and the response
has been overwhelming from sponsors and advertisers. With increased number
of AIR radio stations, coupled with low rates, Prasar Bharati hopes to
generate more sponsors and more revenues.
There are certainly some concerns relating to Doordarshan that may just,
just, be able to meet its revenue target. As the position is today, the
task is a bit tough. But if we set our sight firmly on our goals, I think,
they can be achieved. And achieved within the time frame.
There have been several cases that have contributed to the shortfall in
DD's revenue target. In the previous financial year, there were some big
deals like Channel Nine and Budha Films, all of which have come to an
end. Then there are a number of disputed cases where quite a few organisations
still owe DD money, but the money cannot be realised as some cases are
under arbitration.
By end-December, DD had managed to garner revenues worth about Rs. 270
crore, while the net revenue target is something around Rs. 525 crore.
The problem of bridging the gap is being looked into and the Prasar Bharati
board is seized of the matter. One way to do is to drive the defaulters
to pay up. This, certainly amongst others, would be one of our priorities
in 2003. We have been holding talks with those companies where the cases
have gone for arbitration and trying, amicably, to settle the issues and
expedite the matter fast.
I think the Planning Commission and the Finance ministry would set reasonable
targets for us for the next financial year (beginning April 1).
As part of such initiatives, Prasar Bharati, subject to board clearance,
would ask the target for AIR to be revised upward by at least 20 per cent.
This would go a long way in reducing the burden on DD. I really feel that
with many more TV channels coming up this year, there would be tough competition
on hand for DD. With the advertising pie not increasing much, one should
not expect large revenues from DD. That's a worst-case scenario.
But, with the Prasar Bharati board, including director-general of DD,
S Y Quraishi, looking into this matter, one of the focus areas for us
this year will be to try increase government business--- tap government
and semi-government organisations to come on to the DD platform. Maybe
also on AIR. The deal that Prasar Bharati recently signed with the Insurance
Regulatory & Development Authority is part of this initiative.
On the whole, with a satisfying 2002 when both DD and AIR did commendable
jobs on all fronts, including earmarking Rs. 6 crore to be spent on making
of classics on DD and starting a national radio channel in short-wave,
we think that 2003 should be exciting as the broadcasting scenario in
India is likely to undergo a sea change --- conditional access system
will contribute a lot to that.
In the end, I can only say that the more commercial the broadcasting market
becomes, the role of a public service broadcaster, correspondingly, will
become that much more necessary.
(The author is chief executive officer, Prasar Bharati. The ideas
expressed here are his personal ones and indiantelevision.com need not
necessarily endorse them)
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