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Friday, November 21, 2014

Look now, DD is changing!

Courtesy: 
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www.thehindu.com

Updated: November 20, 2014 18:28 IST 

The objective of revamping DD's national channel is laudable provided it is achieved.

The recent advertisements by Prasar Bharti in newspapers announcing the screening of new serials on Doordarshan's (DD) National channel from this Monday surprised many but did not evoke the inquisitiveness expected for a public broadcaster. The latter is natural considering the deluge of programmes on several channels. The former was justified since DD usually does not go to town announcing changes.

Change being part of life is essential for survival in today's cut-throat television channels market, the need to reinvent and revamp cannot be overemphasised. Keeping this in mind, DD has unleashed eight new serials in its prime time slot. "A number of old programmes were been beamed during the prime time and we felt that there is a need to induct fresh ones," explains Deepa Chandra, Additional Director General (ADG), DD National while giving the rationale behind the revamping. She clarifies, "The change is not confined to programme. It encompasses packaging and repositioning of the channel to reach out to the maximum viewers." Being the flagship channel and earning maximum revenue, DD (N) was the natural choice for the changes.


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