Doordarshan’s new edutainment channel, DD Bharati, to be launched on January 26, 2002, plans to do things differently. A niche channel focussing on health, children and music-dance components, DD Bharati is making a determined effort to rope in all sections of society to participate in its efforts to enrich lives.
Among those who have show interest are pharmaceutical companies like Morepen laboratories, Dabur and Cipla, health ministry, hospitals and institutes like the Chennai-based Ramachandra Institute of Medical Sciences, Bangalore-based Narayana Hridyalaya and Hyderbad-based Apollo Hospitals.
All of them are discussing with DD how they could contribute software either through programmes commissioned out to production houses or participatory talk shows.
DD Bharati would feature four hours of health programmes, six hours of children’s programmes and four hours of programmes on music, dance, fine arts and literature. Since the channel is positioned as a public service one, the telecast for a half-hour slot on prime time has been fixed at Rs 5,000, while the non-prime time rate would be Rs 3,000-both with free commercial time of 210 seconds. The last date for proposals is November 23.
In a departure from the usual practice by Prasar Bharati of running dry advertisements in newspapers, promos had been devised for both TV and radio. In addition to the newspaper announcements, promos are be telecast across all DD channels as well as AIR FM - 1 and FM 2 channels.
In addition direct mailers and letters are being sent to event management companies and organisers of live concerts like ITC and Spicmacay with a view of having live telecasts. Special slots for folk and tribal culture are also planned. The channel plans to incorporate a one-hour live phone-in health issues daily. For this players like Oriental, National, United, Prasar Bharati is contacting Bajaj-Allianz and Max New York Life.
DD Bharati is also hopeful of active industry participation for the children’s hour, especially a news bulletin by children by children. A special effort is being made to get well-made fairy tales rich with animation and special effects. In the literature segment, a project is on to offer serialised classics in Hindi.