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Wednesday, October 24, 2012

Can Sircar turn around Prasar Bharati?

Can Sircar turn around Prasar Bharati? Business Standard Report

Can Sircar turn around Prasar Bharati?
Prasar Bharati has fewer advertisers and a dearth of original programming
Surajeet Das Gupta & Sounak Mitra / New Delhi October 24, 2012, 0:48 IST

In his imposing office just a stone’s throw away from Parliament House, Jawhar Sircar has two large LCD TV sets mounted on the wall. On one, he keeps a close tab on his own Doordarshan channels and, on the other, he scans competing private players. His desk is strewn with files, press clippings and a note undertaking a financial analysis of all broadcasters, a majority of whom are also in the red. Sircar, who has just got Rabindranath Tagore’s works translated into Italian, points to one of the LCD TVs: “Look at the background of the Doordarshan newsroom, it looks as good and professional as any other private channel now,” he says with pride.
Sircar, an IAS officer from the West Bengal cadre and now the CEO of Prasar Bharati, took over the reins in February and is, of course, not content with just making superficial changes. He is determined revamp the public broadcaster — which has recently been hit by frequent changes in the top slot, as well as financial scams — so that it can get back viewership, as well as advertisers who seem to have forsaken it for aggressive private channels.
PRASAR BHARATI: QUICK FACTS
  • Prasar Bharati operates 37 TV channels (Doordarshan) and262 radio stations (AIR) 
  • It reaches 150 million homes through Doordarshan
  • Annual operational expenses are Rs 2,000 crore 
  • Annual earning is Rs 1400 crore to Rs 1500 crore
  • Employees – Sanctioned 48,022 (AIR: 26,322, Doordarshan: 21,700)
  • Filled-up positions: 33,800 (AIR: 17,853, DD: 15,947)
  • Vacancies: 14,222 (AIR: 8,469, DD: 5,753)
  • No recruitment for the past 16 years. Govt likely to give nod for filling up 3,452 critical posts soon
GOVT’S FINANCIAL ASSISTANCE
  • Spectrum fee waived: Rs 12,000 crore
  • Govt to pay salary for all its employees
  • Govt to take care of augmentation costs
NEW PLANS
  • Prasar Bharati to take care of software costs (about Rs 300 crore annually), maintenance and marketing
  • Expects to increase revenue from advertisements, especially government campaigns, monetising centres by renting out space for ATMs and billboards and selling airtime slots at DD

Wednesday, October 17, 2012

1,150 vacancies to be filled up in DD, AIR: Prasar Bharati - The Times of India

1,150 vacancies to be filled up in DD, AIR: Prasar Bharati - The Times of India


NEW DELHI: In what is being considered as a major step in the last 15 years, national broadcaster Prasar Bharati today said 1,150 vacancies will be filled up in All India Radio andDoordarshan to rejuvenate their functioning.
"The government has approved the filling up of 1,150 posts in the programming and the technical wings of Doordarshan and All India Radio," Prasar Bharati said in a statement here.
"These posts are part of the 3,452 essential category posts, which were approved by Group of Ministers (GoM) headed by the present finance minister P Chidambaram in 2011," it said.
More at 

Sunday, October 14, 2012

Vintage wireless - Indian Express

Vintage wireless - Indian Express

First police wireless set in Delhi was borrowed by AIR for live transmission of Mahatma Gandhi’s cremation
In 1948, All India Radio borrowed a wireless set from the Delhi Police for live transmission of Mahatma Gandhi’s funeral. AIR used the bulky, metallic device, the first wireless set used by the Delhi Police, to give a live commentary on the grief expressed by world leaders who had come down to the Capital for the funeral.
The 70-year-old box, imported from England, is all but forgotten today. It is one of the artefacts at the Delhi Police Museum in Police Lines, Kingsway Camp. It looks like a bulky generator and was procured by the British from General Electric in 1944. It was the police’s first wireless communication device.

Tuesday, October 9, 2012

CASH-STRAPPED PRASAR BHARATI TO LEASE OUT PRIME SPACE

Source: epaper Hindustan Times, Hindustan Times (Chandigarh), Saubhadra Chatterji saubhadra.chatterji@hindustantimes.com

Date: 3rd October, 2012

 

NEW DELHI: Soon, you can walk into the capital's iconic Aakashvani Bhawan for withdrawing money from ATMs. Or drive into a Doordarshan Kendra to refuel your car.

 

With real estate belonging to Doordarshan and All India Radio (AIR) stations now under its control, cash-strapped Prasar Bharati (PB) is planning to lease out prime space for making enough revenue to pull itself out of the red.

 

Amid efforts to reduce subsidies and the fiscal deficit, the Centre recently approved a restructuring plan for the public broadcaster, including transfer of all land rights and properties spread over 341 stations and 1,821 transmission tower areas to it.

 

"There is hardly any major city that doesn't have a PB property at its prime location. We will lease these spaces out for public utility services and billboards. Later, we might develop these properties through joint ventures, but without selling them," PB CEO Jawhar Sircar said.

 

According to an internal valuation, PB's real estate in four top cities is worth R57,071 crore. "The market value of all our properties would easily cross R1.5 lakh crore," said an official.

 

"Finance minister P Chidambaram and I&B minister Ambika Soni has helped us make a fresh beginning. Now, we need to plan on mopping up an additional revenue of R400 crore annually," Sircar said.

 

Though the Centre decided to foot PB's salary-related expenses for the next five years, besides waiving off interests, the broadcaster will still have to meet operational expenses and search for new sources of revenue.

 

Link: http://paper.hindustantimes.com/epaper/viewer.aspx

Prasar Bharti to prioritize J&K in FM Phase III; FM Channel-2 of Radio Kashmir launched

Source: radioandmusic.com, RnM Team
Date: 8th October, 2012. 17:17 IST
 
MUMBAI: Prasar Bharti Broadcasting Corporation (PBC) plans to set up 10 to 15 new FM stations in Jammu and Kashmir , adding to the 839 new FM stations in private sector across 290 cities of the country as proposed in the highly anticipated FM Phase III.
 
Secretary Union Information Broadcasting Ministry Uday Kumar Verma revealed the plans at the inaugural ceremony of 10 MW FM Channel-2 of the local station of All India Radio popularly known as 'Radio Kashmir' at Srinagar on 6 October.
 
Verma said, "10 to 15 new FM stations are being set up in Jammu and Kashmir in near future adding that Prasar Bharti has a programme of setting up 839 new FM stations in private sector in 290 cities of the Country and Jammu and Kashmir is getting priority in this programme."
 
He noted that 10 to 20 FM Channels in private sector have been earmarked for Jammu and Kashmir under this programme.
 
Moreover, he also highlighted that the license and rental fee for the private parties intending to launch FM stations in the state would be half as compared to the private persons in rest of the country. He also announced that four new FM stations at Kargil, Drass, Tsuru and Padam have been completed.
 
The FM Channel-2 of 'Radio Kashmir' was launched by Jammu and Kashmir chief minister Omar Abdullah, who congratulated Prasar Bharti for this initiative and hoped that more FM Channels will come in near future in the state, agency report said.
 
He lauded the 'stupendous' work of the Srinagar stations of All India Radio and Doordarshan in restoring normalcy and peace in the state.
 
"The way the two stations withstand difficulties to run their programmes and keep people abreast with the facts during the militancy is laudable," Abdullah said.
 
Giving full credit to Radio Kashmir and Srinagar station of Doordarshan for braving challenging circumstances and keeping the broadcasting and telecasting stations functional during "bad times", the chief minister said the staff and officers had to pay heavy price for the same.
 
"You became the voice of people and worked for showing light to them in dark days," he said.
 
Describing launch of FM Channel-2 as yet another step of Radio Kashmir to enhance its reach and provide entertainment to the people, Abdullah said there is a greater potential for encouraging private FM stations in the state.
 
He expressed hope that Radio Kashmir and Doordarshan would focus on producing more informative, educative and attractive programmes.
 
Abdullah appreciated the efforts of Union Minister for Information and Broadcasting for helping Doordarshan and Radio Kashmir to expand their programmes and broad-base their coverage across the state.
 

Monday, October 8, 2012

Prasar Bharti eyes bigger slice of ad revenue from govt, PSUs

Source: www.indiantelevision.com, Indiantelevision.com Team

Date: 6th October, 2012

MUMBAI: The all new revenue consciousness is making public broadcaster Prasar Bharati to get a bigger share of advertising from the government and public sector undertakings (PSUs) on its channels, Prasar Bharati CEO Jawhar Sircar told Mint newspaper in an interview.

He also said Prasar Bharati needs to sell ad spots on All India Ratio (AIR), DD News and DD main channel separately and for this purpose, repositioning and freshening up of DD News is under way.

The public broadcaster is planning to revamp its marketing channel. It will consists of two additional directors general (DGs) and their teams in Mumbai, where the companies are located. "Currently, roughly half the revenue comes from the marketing wing and the other half from government commercial wing. There are a lot of doables on these two counts," Sircar said.

Sircar also mentioned that recent report by Crisil and NSSO (National Sample Survey Office) shows that the highest consumption is taking place in the rural areas. "Not even our worst rivals can doubt we have complete monopoly in that market, especially in villages with scattered houses. Even in the most difficult places, we have terrestrial transmission."

He also believes that marketing has to relate to reports that come out periodically that rural India spending is higher than urban India. "We are rural India. That nexus has to be drawn."

According to him, there are roughly 10 million DD Direct DTH homes. There would be another at least 15 million terrestrial-only DD homes. "So, 25 million viewers are completely loyal to us. All the private operators also carry DD."

Also, on DD Direct Plus, the company is planning to begin default advertisements. "All the private operators have these when you switch on their systems. So, unlike them, I cannot charge the customer, but I can charge the company," he added.

The company has set a target of getting Rs 20 billion revenue a year. Sircar told Mint that Prasar Bharati earned Rs 169 million from London Olympics. Simulcast properties like Coke Studio (an MTV show) helped the channel make Rs 2.5 million per episode while it made Rs 140 million because of simulcasting Satyamev Jayate, Sircar said.

Link: http://www.indiantelevision.com/headlines/y2k12/oct/oct75.php

Omar Praises AIR, DD for Promoting Peace in J&K

Source: outlookindia.com, SRINAGAR | OCT 06, 2012

Date: 8th October, 2012

 

Jammu and Kashmir Chief Minister Omar Abdullah today lauded the "stupendous" work of the Srinagar stations of All India Radio and Doordarshan in restoring normalcy and peace in the state.


"The way the two stations withstand difficulties to run their programmes and keep people abreast with the facts during the militancy is laudable," Omar said after launching 10 MW FM Channel-2 of the local station of All India Radio popularly known as "Radio Kashmir" here.


Giving full credit to Radio Kashmir and Srinagar station of Doordarshan for braving challenging circumstances and keeping the broadcasting and telecasting stations functional during "bad times", the Chief Minister said the staff and officers had to pay heavy price for the same.


"You became the voice of people and worked for showing light to them in dark days," he said.


Describing launch of FM Channel-2 as yet another step of Radio Kashmir to enhance its reach and provide entertainment to the people, Omar said there is a greater potential for encouraging private FM stations in the state.


He expressed hope that Radio Kashmir and Doordarshan would focus on producing more informative, educative and attractive programmes.


Omar mentioned "Shahrbeen", a current affairs programme of Radio Kashmir, and appreciated its production.


The Chief Minister said Jammu and Kashmir is abode of different cultures and languages, as such, Radio Kashmir and Doordarshan has to reach to every area and formulate programmes in different languages.


"I am happy to note that the programmes presently broadcast and telecast take care of this requirement," he said emphasising the need for its further upgrading and improvement.

He said the reach of Radio Kashmir is quite enormous.


"I have been told that people across the border also like listening programmes of Radio Kashmir which is of significant importance. You can touch the hearts of people across the border by providing balanced and informative programmes to them," Omar said.


The Chief Minister appreciated the efforts of Union Minister for Information and Broadcasting for helping Doordarshan and Radio Kashmir to expand their programmes and broad-base their coverage across the state.


He congratulated Prasar Bharti for this initiative and hoped that more FM Channels will come in near future in the state.

 

He also stressed the need of addressing the problems of the staff and functionaries of the duo stations.

 

Link: http://news.outlookindia.com/items.aspx?artid=777435

Prasar Bharti to set up 839 new FM stations in private sector

Source: Business Standard, Press Trust of India /

Published on: 8th October, 2012

 

Srinagar October 06, 2012 17:55 IST

 

Prasar Bharti Broadcasting Corporation (PBC) has a plan of setting up 839 new FM stations in private sector in 290 cities of the country in near future, Secretary Union Information Broadcasting Ministry Uday Kumar Verma said here today.

"Prasar Bharti has a programme of setting up 839 new FM stations in private sector in 290 cities of the country and Jammu and Kashmir is getting priority in this programme," Verma said after the launch of 10 MW FM Channel-2 of the local station of All India Radio popularly known as 'Radio Kashmir' here.

The FM Channel-2 of Radio Kashmir was launched by Chief Minister Omar Abdullah, who congratulated the Prasar Bharti for this initiative and hoped that more FM Channels will come in near future in the State.

Verma said that 10 to 20 FM Channels in private sector have been earmarked for Jammu and Kashmir under this programme.

The license fee for the private parties intending to launch FM stations in the state would be half as compared to the private persons in rest of the country, he said, adding the rental fee for the private parties of Jammu and Kashmir will also be half as compared to others.

 

Link: http://www.business-standard.com/generalnews/news/prasar-bharti-to-set839-new-fm-stations-in-private-sector/65182/

Prasar Bharti to set up 839 new FM stations in private sector

Source: Business Standard, Press Trust of India /

Published on: 8th October, 2012

 

Srinagar October 06, 2012 17:55 IST

 

Prasar Bharti Broadcasting Corporation (PBC) has a plan of setting up 839 new FM stations in private sector in 290 cities of the country in near future, Secretary Union Information Broadcasting Ministry Uday Kumar Verma said here today.

"Prasar Bharti has a programme of setting up 839 new FM stations in private sector in 290 cities of the country and Jammu and Kashmir is getting priority in this programme," Verma said after the launch of 10 MW FM Channel-2 of the local station of All India Radio popularly known as 'Radio Kashmir' here.

The FM Channel-2 of Radio Kashmir was launched by Chief Minister Omar Abdullah, who congratulated the Prasar Bharti for this initiative and hoped that more FM Channels will come in near future in the State.

Verma said that 10 to 20 FM Channels in private sector have been earmarked for Jammu and Kashmir under this programme.

The license fee for the private parties intending to launch FM stations in the state would be half as compared to the private persons in rest of the country, he said, adding the rental fee for the private parties of Jammu and Kashmir will also be half as compared to others.


Omar praises AIR, DD for promoting peace in J-K

Source: Press Trust of India (PTI), STAFF WRITER 17:58 HRS IST

Date: 8th October, 2012

Srinagar, Oct 6 (PTI) Jammu and Kashmir Chief Minister Omar Abdullah today lauded the "stupendous" work of the Srinagar stations of All India Radio and Doordarshan in restoring normalcy and peace in the state.


"The way the two stations withstand difficulties to run their programmes and keep people abreast with the facts during the militancy is laudable," Omar said after launching 10 MW FM Channel-2 of the local station of All India Radio popularly known as "Radio Kashmir" here.

Link: http://www.ptinews.com/news/3028563_Omar-praises-AIR--DD-for-promoting-peace-in-J-K

JK CM launches FM Channel-2 of Radio Kashmir

Source: www.groundreport.com, Scoop News

Date: 6th October, 2012-10-08

 

 Srinagar, October 06 (Scoop News) -   Giving full credit to Radio Kashmir and Doordarshan Kendra, Srinagar for braving challenging circumstances and keeping the duo broadcasting and telecasting stations functional during bad times, Chief Minister, Omar Abdullah Saturday said that the staff and officers had to pay heavy price for the same.

            Speaking at a function after he launched 10 MW FM Channel-2 of Radio Kashmir, Srinagar here this morning, the Chief Minister referred to the difficulties faced by the two stations to run their programmes and kept people abreast with the facts during the militancy.

            "You became the voice of people and worked for showing light to them in dark days", he said and mentioned the stupendous workrendered by Radio Kashmir and Doordarshan for restoration of normalcy and peace.

            Describing launch of FM Channel-2, yet another step of Radio Kashmir to enhance its reach and provide good entertainment to the people, the Chief Minister said that there is greater potential for encouraging private FM stations in the State. He expressed the hope that Radio Kashmir and Doordarshan would focus on producing more informative, educative and attractive programmes for the general public benefit. He mentioned Shahrbeen programme of Radio Kashmir and appreciated its production.

            Omar Abdullah said that Jammu and Kashmir is abode of different cultures and languages, as such, Radio Kashmir and Doordarshan has to reach to every area and formulate programmes in different languages. "I am happy to note that the programmes presently broadcasted and telecasted take care of this requirement", he said emphasizing the need for its further upgrading and improvement.

            The Chief Minister said that the reach of Radio Kashmir is quite enormous. "I have been told that people across the border also like listening programmes of Radio Kashmir which is of significant importance. You can touch the hearts of people across the border by providing balanced and fact full programmes to them", he maintained.

            The Chief Minister appreciated the efforts of Union Minister for Information and Broadcasting for helping Doordarshan and Radio Kashmir to expand its programmes and broad base its coverage across the State. He congratulated the Prasar Bharti for this initiative and hoped that more FM Channels will come in near future in the State. He also stressed the need of addressing the problems of the staff and functionaries of the duo stations.

            In his speech, Parliament Member and President J&K Predesh Congress Committee, Prof. Saif-ud-Din Soz highlighted the role of Radio Kashmir in reaching out people across the State through various programmes of greater informative, educative and news value. He said Radio Kashmir has gained huge popularity and is heard across the State interestingly by the people.

            He congratulated the Prasar Bharti Authorities for launch of FM Channel-2 here and also conveyed his gratitude to the Union Minister for Information and Broadcasting for this gesture.

            Speaking on the occasion Secretary, Prasar Bharti, Uday Verma said that four new FM stations at Kargil, Drass, Tsuru and Padam have been completed. He requested the Chief Minister to also announce their distant inauguration from here which the Chief Minister accepted and announced these stations opened.

            The Secretary said that 10 to 15 new FM stations are being set up in Jammu and Kashmir in near future adding that Prasar Bharti has a programme of setting up 839 new FM stations in private sector in 290 cities of the Country and Jammu and Kashmir is getting priority in this programme. He said that 10 to 20 FM Channels in private sector have been earmarked for Jammu and Kashmir under this programme. He said the license fee for the private parties intending to launch FM stations in the State would be half as compared to the private persons in rest of the Country. He said the rental fee for the private parties of Jammu and Kashmir will also be half as compared to others.

            The Secretary conveyed best wishes of Union Information and Broadcasting Minister to Doordarshan and Radio Kashmir, Srinagarand added that he has been asked by the Minister to assure the Chief Minister of Jammu and Kashmir that Prasar Bharti would do whatever possible for upgrading and improving the public broadcasting in the State.

            Legislator, Jahangir Mir, CEO Prasar Bharti, Jawahir Sarkar, Director General Doordarshan, Tripurari Sharan, Director General All India Radio, L. D. Mandloi, All India Youth Congress President, Rajiv Sadhav, officers and staff of Radio Kashmir and Doordarshan were present on the occasion among others.

Cauvery row: KRV men try to lay siege to Doordarshan Kendra

Source: DNA / DNA Correspondent

Date: October 6, 2012, Saturday 9:14 IST

The Praveen Shetty faction of Karnataka Rakshana Vedike (KRV)on Friday staged demonstrations at various parts of the city to protest against the raw deal meted out to the state regarding Cauvery river water issue.

They held demonstrations at JC Nagar, Chickpet and Mysore Road. At JC Nagar they even tried to lay siege of Doordarshan Kendra.

Around 250 KRV activists began a procession from Sanjaynagar and reached Doordarshan Kendra in JC Nagar, via Mekri Circle, Ganganagar and RT Nagar. They blocked the Mathadhahalli Main Road in front of Dooradarshan Kendra and demonstrated formore than 30 minutes. They shouted slogans against the state and central government.

The protesters tried to lay siege on Doordarshan Kendra, but were thwarted by the police. Doordarshan director Mahesh Joshi met theprotesters and received their memorandum. The protesters also burnt an effigy of Tamil Nadu chief minister J Jayalalithaa before dispersing.

Praveen Shetty said, "Cauvery issue has become a big headache, with both the central and state government not finding a permanent solution. Cauvery River Authority (CRA) chief prime minister Manmohan Singh has taken a wrongful decision and meted out step-motherly treatment to Karnataka."

He also attacked central ministers, who hail from Karnataka, for not raising their voice against this injustice. They are too preoccupied with their political career, he lamented.

Later around 2.30 pm, KRV activists reached Chickpet and forcibly closed down shops. They also took out a procession and headed towards Goripalya on Mysore Road and blocked the road for more than 30 minutes. Shetty said, "Muslim brothers, after offering Friday namaz, joined us in protests."

Around 5.30 pm they reached Nagarbhavi Circle near Moodalpalya and blocked the road and staged demonstration.

Link: http://www.dnaindia.com/india/report_cauvery-row-krv-men-try-to-lay-siege-to-doordarshan-kendra_1749430

Saturday, October 6, 2012

We have complete monopoly in rural markets - Livemint

We have complete monopoly in rural markets - Livemint
Source LiveMint


Prasar Bharati chief executive officer Jawhar Sircar talks about its revival plan and how it proposes to generate revenue
Sircar says around 2.5 crore viewers are completely loyal to Doordarshan. Photo: Pradeep Gaur/Mint
Sircar says around 2.5 crore viewers are completely loyal to Doordarshan. Photo: Pradeep Gaur/Mint
New Delhi: Public service broadcaster Prasar Bharati’s debt—Rs.12,071.33 crore—was written off by the government recently. Jawhar Sircar, who’s spent eight months as CEO of Prasar Bharati, comprising Doordarshan and All India Radio (AIR), that was set up as an autonomous body in 1997, said in an interview that this would help the organization turn itself around. Edited excerpts:
What does the debt write-off mean for Prasar Bharati?
As long as you have debt on your head on which interest is ticking—it does not matter whether you are able to pay it or not—it remains a burden. At any point of time if anybody wants to scuttle something, they can say ‘you have unpaid debts of so many thousand crore’. You can’t really come out and win public confidence when you have a lot of debt piling.
How do you plan to meet your operational expenses? (Expenditure on salaries will be borne by the government)
Once you declared Prasar Bharati to be a separate organization (with 341 kendras—67 television and the rest radio stations), or when you are setting up transmitters and satellites and have people employed for public service broadcasting, then someone has to pay for it. What we are following is a mixed model. People outside think that we are completely subsidized by the government, therefore we are not cost-conscious. That is not true. For instance, in the 11th Five-Year Plan (2007-12), we earned Rs.6,000 crore in a difficult time (at the time top Prasar Bharti executives were facing allegations of financial malpractices; CEO B.S. Lalli had to be removed). The government gave us another Rs.6,000 crore during this period. So the ratio was 1:1 during the 11th Plan ending March 2012.
We got additional Rs.1,600 crore from the government for changing transmitters that were 40 years old, cameras which did not move and lights that had got lost. If we had tried really hard, this Rs.1,600 crore could have been split 50:50 too. We could have generated Rs.800 crore.
Now our earnings will go into operational expenses such as spectrum and other charges, local taxes, vehicles, content and advertisement. Our own publicity budget has disappeared.
What is your revenue target?
For this Plan period, our target should be Rs.9,000-10,000 crore or Rs.2,000 crore a year. We have explained it to our officers. We should make Rs.1,800 crore this year. There are welcome signs. For instance, during the Athens Olympics (2004), we made Rs.5 crore, which went up marginally to Rs.5.5 crore for Beijing Games (2008). For the London Olympics this year, we earned Rs.16.9 crore.
Also, under the new strategy of simulcasting where someone else produces a programme and we also telecast, we earn a lot. For instance, Coke Studio (an MTV show simulcast on DD) makes Rs.25 lakh per episode for us. On Satyamev Jayate, we made Rs.14 crore.
How will you reach the Rs.2,000 crore a year target?
We are talking of a complete revamp of the marketing channel. It consists of two additional directors general (DGs) and their teams in Mumbai, where the companies are located. Currently, roughly half the revenue comes from the marketing wing and the other half from government commercial wing. There are a lot of doables on these two counts.
The recent report by Crisil and NSSO (National Sample Survey Office) shows that the highest consumption is taking place in the rural areas. Not even our worst rivals can doubt we have complete monopoly in that market, especially in villages with scattered houses. Even in the most difficult places, we have terrestrial transmission.
Then there is DD Direct Plus, the direct-to-home (DTH) television of Prasar Bharati. With a set-top box ofRs.900, you watch at least 55 channels free for a lifetime. You don’t see DD Direct dishes because when we introduced these boxes, the only dishes available were already branded by the private DTH operators. The dish that you see in rural homes may carry the name of a private brand, but if you go inside they will have a DD Direct box. There are roughly one crore DD Direct DTH homes. There would be another at least 1.5 crore terrestrial-only DD homes. So 2.5 crore viewers are completely loyal to us. All the private operators also carry DD.
Marketing has to relate to reports that come out periodically that rural India spending is higher than urban India. We are rural India. That nexus has to be drawn.
Today AIR and DD News are lumped together with DD main when they are sold. These have to be sold separately. For that, repositioning and freshening up of DD News is happening. On our DTH platform, we plan to begin default advertisements. All the private operators have these when you switch on their systems. So, unlike them, I cannot charge the customer, but I can charge the company.
We can also get a bigger slice of advertising from government and public sector undertakings. There is a revenue consciousness that is coming in.
Any plan to tap the archives?
There is pilfering of archives, which is being checked. They are being digitized. We should be able to charge for the use of archival material. We could market the archives online. For instance, we could put some up on YouTube and say, for the rest, come to us. This is ‘Backwardistan’. This is because no fresh recruitment has taken place in the last 15-16 years.
But with 50,000 people, you don’t need any more.
No. The 50,000 has come down to 34,000. Many people will be retiring in two to three years. For every three people, we will replace one. That is a way of downsizing.
What about voluntary retirement schemes?
That is not required. Terrestrial transmission is a labour intensive industry.
But how do you boost employee morale?
It is looking up. We went though the first-ever zonal co-ordination meetings in history of Doodarshan and AIR.
We took G9, that is the group of nine people (all the DGs, members, finance and personnel, and the CEO) who run Prasar Bharati, for these meetings. These people have never been on the same page. Or let me say that they have been working on different pages. So we got them on one team and went down to the station level for interactive sessions.
Is Prasar Bharati a public service broadcaster or a commercial venture?
For revenue, we would have to be public taste-oriented. Without crossing the Lakshman Rekha on decency, family values and other sensitivities on caste, language groups, community and gender. We have a much smaller playing field. We have these concerns to keep uppermost in our minds. I am not saying others don’t, but they can show more glitzy shows, which may not be considered family shows.
In news, our slogan is: if you want news, watch DD News, if you want views, you can go to other channels. Our news anchors are not screaming at the top of our voices ‘Why aren’t you doing this? or ‘The nation wants to know... I embody the nation.’ We don’t have all those tensions. We give balanced news, which may be a little tepid at times.
I have to earn 50% of our keep. So, while I may not cross the Lakshman Rekha, we will have to have (a) little operational freedom.
Original Interview at