Prasar Bharati’s decision to auction the time slot of DD Metro for three years to private producers, is all set to raise a controversy with experts saying that the move is in direct contravention of the recommendations of an expert committee set up by the Information and Broadcasting Ministry.
According to some experts, this auction may give DD Metro short-term financial gain, but in the process it will lose its identity and character. According to them, in less than a year DD Metro is known more for Channel Nine Gold that for itself. The experts fear that if this is the sate of affairs in a year, what will happen to DD Metro in three years.
The five member committee, under the chairmanship of Shunu Sen, also suggested that Prasar Bharati must own majority of its content. The committee’s report also added that under normal circumstances all programme rights must vest with Prasar Bharati.
Experts fear that the successful bidder would leverage DD’s infrastructure to gain long term viewership and market presence. A viewers always identifies with the programme and not with the broadcaster. Once the programme shifts to a different platform the viewer too will move along with it.