DD Metro will have a new-look channel before the end of this year. Out of 100 proposals received under the sponsored programmes category for DD Metro recently, 49 have been found to be fair for various slots on the channel. The new programmes will be brought in by the end of December.
Following two rounds of unsuccessful bidding for DD Metro prime and non-prime time slots, Prasar Bharati invited programme proposals without asking for bids around two months ago.
Recently, DD Metro had ended its alliance with Channel Nine for the prime time slots over disagreement on extension of contract etc. Following that development, DD has been looking for quality programmes to fill the vacant slots.
Meanwhile, Prasar Bharati has started re-runs of some of the old-time hits such as Nukkad and Yeh Jo Hai Zindagi on DD Metro to revive advertisers’ interest in the channel. During the Channel Nine days, DD Metro’s brand value had gone up considerably.
Revamp of DD Metro is in line with restructuring of some other channels of Doordarshan. DD News, for instance, is being phased out as a news channel and being re-oriented as a channel for kids, among other things.
According to industry sources no dead line has been set for the timing of restructuring the DD National and DD News channels.