Doordarshan Kendra Chenni has fallen way behind its revenue targets, courtesy competition from a bouquet of private Tamil channels such as Sun TV, Raj TV and Vijay TV. The Prasar Bharati had set a revenue target of Rs 50 crore for the Chennai Kendra upto December 31,2000, but it managed to garner just about 10 per cent of the prescribed target—Rs 5.54 crore.
According to the government the reason for the shortfall are twofold—one multiplicity of channels and competition from private channels. Two, under cutting of rates by private channels and inflexible rates of Doordarshan.
The Prasar Bharati, has intimated that the Chennai Kendra would have to take specific steps in improving its performance. The prime time slots on both DD-1 and satellite channel ‘Podhighal’ would now be given to the highest bidder, instead of the first-come, first serve basis adopted earlier.
A core marketing team has been created from among the staff to aggressively promote the channel’s interest among new advertising agencies and first-time advertisers. In addition, a database of all advertisers who were with the Kendra earlier has been created and efforts are being made to bring them back to Doordarshan.