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Broadcasters cautious about bidding for DD Metro slots

05-June-2001
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Broadcasters cautious about bidding for DD Metro slots

Private broadcasters are more cautious this time while bidding for the three-year slots in Doordarshan Metro. The broadcasters who had planned to combine satellite programming with DD Metro during the primetime will not be able to do so because of Prasar Bharti’s dikat saying that bidders will have to make fresh programmes for DD Metro slots.

Star spokesman confirmed that they would bid for the slots, Sony is taking wait-and-watch approach. Zee TV, may not enter the bidding at all.

Prasar Bharati has fixed a floor price of Rs 97.5 crore for the 7 pm and 10 pm slot. It fetched Rs 121 crore last year from HFCL-Nine Broadcasting, which currently holds the rights for the primetime slot.

At the same time, content companies like Pritish Nandy Communications, Creative Eye, Shri Adhikari Brothers, Padmalaya, Cinevista and a large number of independent producers are expected to bid for hourly slots between 7 pm and 12.30 pm.

While broadcasters are crunching numbers, rival content companies allege that the former will bid to kill the DD Metro brand with low-key programmes.

Broadcasters dismissed content companies fears, saying that they would be able to provide a good bargain to the media buyers by selling two programmes at the cost of one to the advertisers, besides reaching more than 55 million homes.

The financial bid will be opened on June 19 and the Prasar Bharati board would announce the highest bidder by the end of this month.

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