India’s Public Service Broadcaster Prasar Bharati outsourcing a share of its loss making general entertainment programmes on its flagship DD National channel, with largest terrestrial network in the world covering about 92 per cent population and 81 per cent land area of the country, has exposed chinks in its marketing armour.
DD National is mandated by the Prasar Bharati Act to show a blend of a healthy mix of entertainment, information and education programmes devised to cater to the needs of different viewers at different timings. But plummeting viewership in the absence of quality programmes and apathy of DD’s marketing division has forced the Prasar Bharati to change its revenue model and go for prime-time slot sale policy.
Through auction of four-hour prime time slots–from 7pm to 11pm, initially only on DD National, Prasar Bharati is planning to reach out to reputed and established production houses and creative producers, including the Czars of Indian film industry, inviting them to telecast and market their programmes over the largest network of satellite and terrestrial TV of Doordarshan which once enjoyed a golden era of serials like Hum Log, Buniyad, Nukkad, Tamas, Ramayana and Mahabharat.
All these mega serials were a runaway success during the near monopoly days of the public service broadcaster. One critical purpose of this outreach measure is to leave marketing and promotion of programmes to the private right-holders of the slots. The base/reserve price for each slot is being kept at a reasonable level to provide incentives to the bidders to ensure a financially viable business model for telecasting quality programmes.
However, it is yet to be seen whether the big ticket producers from the entertainment world would find the offer lucrative enough in the face of mushrooming private channels both Hindi and regional languages across the country.
The new policy of a transparent bidding process providing information and opportunities to all, is a departure from the existing scheme which provides an established procedure for sponsored programmes under which producers can purchase slots from any channel of DD against a fee as prescribed in the commercial rate card.
The new policy envisages more free commercial time to the successful bidders and seeks to plug all loopholes of any possible subjective elements hijacking the system.
One of the reasons DD National has been incurring heavy losses on its entertainment slots in the last so many years is its lacklustre marketing strategy in the absence of professionals who could compete with highly-paid specialists engaged by private entertainment channels. DD National’s marketing division, which is basically manned and headed by programme production and management people, even today is devoid of the kind of aggression and dynamism the profession requires in the rapidly growing intense competition scenario for commercial advertising revenue among TV channels.
The shift in policy from commissioned programmes to slot sale by DD National, though on an experimental basis and that too only on prime time slots, is bound to trigger a debate among the producers who have put in their stakes in the commissioned programmes either currently running on DD National or whose pilot projects have been approved and are in the pipeline.
Sceptics of the prime-slot sale may also raise doubts whether the flagship channel of the public service broadcaster will continue to adhere to its declared aims and objective s of making a significant contribution to accelerate socio-economic changes, promote national integration, inculcate a sense of unity and fraternity and stimulate scientific temperament among the people.
Prasar Bharati in its new policy has sought to reassure that after the success of the prime time slot sale, even if the policy is extended to other channels of DD, it will continue to honour its commitment of disseminating knowledge/education and information for public awareness about means of population control, family welfare, preservation of environment, ecological balance and measures for women and children welfare.
And that programmes for children, physically handicapped and underprivileged and preservation of artistic and cultural heritage of the country and promoting sports will remain unchanged.
Also uninterrupted will remain coverage of all major National events like Republic Day parade, Independence Day celebrations, National Award presentation ceremonies, President and Prime Minister’s addresses to the nation, President’s address to the joint session of Parliament, important Parliamentary debates, railway and general Budget presentations, Question Hour in Lok Sabha and Rajya Sabha, election results and analysis, swearing-in ceremonies, President and Prime Minister’s visits abroad and visits of important foreign dignitaries to India.
And DD National will continue to cover live all important sports events like Olympics, Asian Games, Cricket ODI Internationals involving India and other important sporting event. In addition, there are sponsored programmes like programmes on issues related to women, tribal affairs and other public service programmes which are broadcast on regular basis.
The information component on DD National consisting of largely produced in-house news and current affairs programmes will remain unchanged and so will be the Question Hour in Parliament that is telecast live on the DD National and DD News Channel.
Yet, apprehensions will remain and Prasar Bharati may have to dispel them with its performance on the idiot box in the days to come.
The writer is a part-time member of the Prasar Bharati Board
