Doordarshan mulls reach extension in south & east markets with new regional offerings

MUMBAI: India’s public broadcaster Doordarshan is all set to expand its viewership in non-Hindi speaking markets having drawn up plans to increase presence in the southern and eastern parts of the country by launching new TV channels.

Quoting BARC data (and other industry figures) that DD’s satellite-based FTA service FreeDish reaches 22 million homes, Doordarshan DG Supriya Sahu told, “We are working on a plan to expand our bouquet of channels for the southern and eastern markets by increasing the number of regional channels.”

According to Sahu, compared to private broadcasters’ regional channels, pubcaster’s language channels like DD Punjabi, DD Sahyadri and DD Podhigai (Tamil) were “working great” and, hence, the next natural move was to “strengthen” the network by “moving deeper into rural areas”.

Sahu, however, did not clarify or shed more light on the nature and programming of the proposed regional language channels and whether they would be totally funded by taxpayers’ money or marketing initiatives simultaneously will be undertaken to try making the new channels financially viable.

India’s national radio and TV services, All India Radio and Doordarshan, are funded by taxpayers’ money with the federal government extending annual financial aids to bridge the gap between revenue and expenditure.

Doordarshan is also working on a whole range of other issue, which include improving content and better cross-channel promotion and marketing of all the channels in its 30-channel+ bouquet. Sahu added that such promotions will be “high” on social media as also traditional platforms.

However, Indian TV industry observers are of the opinion that the pubcaster should do additional due diligence of viewership trends before formally launching more Indian language channels as DD’s bouquet already consists of fairly large number of regional offerings and in most such markets DD channels are amongst the top five, but not in pole position.   

For example, if BARC India data for Week 25 for Punjabi language channels are examined, DD Punjabi was at No. 4 having garnered 25,022 (‘000) weekly Impressions in the markets (urban+rural) of  Punjab/Haryana / Chandigarh /Himachal/ J&K (NCCS All: 2+ individuals). Private sector TV channels like PTC Punjabi, MH1 Music and Chardikala Time TV occupied the top three slots, respectively, in terms of viewership.

Non-cricket Sports League In The Offing

Meanwhile, Sahu also told that Doordarshan is working on a blueprint to enter sports business with three different sports leagues -- basketball, tackle football (a modified form of American football) and the indigenous kabaddi.

“We are in the final stage of finalising various logistical aspects (of such sports leagues), including the bouquet of games, partnerships, production values and marketing initiatives for the leagues,” Sahu said, adding that help of an American company with expertise in conducting university sports could be taken.

Though the game of kabaddi, men and women, has already been turned into a league and is promoted heavily by Star Sports, which, according to the private broadcaster, has given it good dividends in terms of revenue and viewership.

“We are not restricted to three games (for the league model),” the DD DG said, explaining more games could be taken up as the pubcaster is working on various models to bring down the costs of holding such leagues. “The sports league is not a one-time affair and is a long-term strategy spread over four to five years that will give good returns,” she added.

A recent report by GroupM ESP and sports business media outlet SportzPower states that sports sponsorship in India grew 19.33 per cent in 2016 touching Rs 64,000 million.


Doordarshan in talks with Disney for kiddy content in evening slots

FreeDish creates record, sells 11 slots for Rs 851 million

Latest Reads
UEFA tournaments return on Sony Pictures Sports Network in India

MUMBAI: Sony Pictures Sports Network (SPSN), the official broadcaster of UEFA Champions League and UEFA Europa League in India, is all set to broadcast the return of top-tier European football tournaments. With UEFA all set to restart their season, the finest clubs across Europe are back in action...

Television TV Channels Sports
MTV Beats launches ‘Punjabi Beats’ – dedicated slot for high-volt Punjabi Music

MUMBAI:  Contemporary Hindi music channel MTV Beats has announced the launch of a dedicated slot for young and upbeat Punjabi music. Aptly named ‘Punjabi Beats’, the dedicated break-free 30 minutes slots will air on MTV Beats and Beats HD starting 10 August, every day at 11 am and 4.30 pm Punjabi...

Television TV Channels Music and Youth
Disney Channel India to launch ‘Imagine That’ on 6 September

MUMBAI: Disney Channel India is all set to launch its most anticipated property ‘Imagine That’ on 6 September 2020 at 9.30 am . The show brings back DIY in a whole new format that will inspire kids to upcycle through DIY and has on board three key brands as partners – Cello ColourUP as the...

Television TV Channels Kids
Zeel company SugarBox makes senior level appointments

MUMBAI: Content distribution network (CDN) services provider SugarBox -  in which Zee Entertainment Enterprises infused Rs 522 crore recently - has announced  a series of appointments at senior leadership levels to take the company to the next level.

Television TV Channels People
Vivo pulls out of IPL 2020 sponsorship

MUMBAI: In or out? Well first came the announcement that Chinese mobile company Vivo was in as the sponsor of the IPL T20 tournament, which would be held in the UAE from September to November this year. Now comes the news that it is out. Vivo today announced that it would back out of the title...

Television TV Channels Sports
Discover the Humans behind the Superhumans who are #AwesomeAndThenSome With ‘Flix Superheroes Chapter 2’ On &flix

MUMBAI:  The awesomeness is back! The most iconic Superheroes of Hollywood return to save the day on the ultimate destination of the biggest Hollywood hits, &flix. Have you ever wondered what is it about these legends that makes them truly awesome? Is it just their suits, shields and...

Television TV Channels English Entertainment
I&B minister Prakash Javadekar launches DD Assam channel

NEW DELHI: Information and broadcasting minister Prakash Javadekar today launched DD Assam 24X7, digitally. During the launch, Javadekar said, "We are elated to do this launch. It is a great gesture for the state of Assam, which sends the message of unity in diversity." 

Television TV Channels Terrestrial
POGO partners with Tinkle to launch e-comic series of its new animated show Titoo

MUMBAI: In an exclusive partnership with iconic kids magazine Tinkle by Amar Chitra Katha, POGO brings to its fans the comic book version of its all-new animated show Titoo-Har Jawaab Ka Sawaal Hu. The digital comic adaptation of the show was launched on Monday, August 3. Kids and parents can...

Television TV Channels Kids
Times Network launches India Revival Mission; sets the agenda to revive Indian economy from the impact of COVID-19

Mumbai: The Covid-19 pandemic has adversely affected businesses across sectors and it's vital to plan the revival of the economy and put business community back to economic certainty. Driving this agenda, Times Network, India's premium broadcast Network launches India Revival Mission (IRM), a mega...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories

* indicates required