In a bid to improve its performance, Doordarshan plans to focus on strengthening the quality of its programmes, explore co-production opportunities with various government agencies and private producers and consolidate the positioning of its regional channels.
On its plans to foray into direct-to-home broadcasting, Mr. Anil Baijal, acting CEO, Prasar Bharati Baijal, said the national broadcaster would take a decision on the issue after going through a techno-economic study. Doordarshan is open to seek third-party opinion on the matter and may appoint a consultant to advise it on the issue.
Doordarshan is currently chalking out alternative strategies to shore up revenues. The national broadcaster has set a modest revenue target of Rs 650 crore for 20001-02. In the last financial year (2000-01), the commercial revenue was Rs 637.5 crore while for FY 1999-2000, the figure was Rs 597 crore.
The thrust of the Doordarshan will be on doing good quality programmes. Another area of focus would be to do more co-production work with various government departments and private players. Syndication of programmes to other broadcasters will be explored as a revenue stream for the long term. Doordarshan currently engages in exchange of programmes with several international broadcasters.
Doordarshan will look into consolidating its existing bouquet of regional channels by revamping their operations. To improve its image before the viewers and advertisers, marketing would gradually veer towards channel branding.