DD World plans of becoming a pay channel soon. In a move towards becoming a pay channel, DD World has floated a tender for setting up a distribution network in the UK and Europe. Depending on the response to the tender, Prasar Bharati will decide when to go pay. The global tender closes on August 27. After UK and Europe, DD World will float a tender for the US market.
DD World has a formal distribution network arrangement only in the Middle East, where a local cable network distributes the channel. The decision of the channel to go pay follows a recent analysis of the channel by a consultancy firm. As per the SWOT (Strength, Weakness, Opportunity, Threat) analysis of DD World, the channel was suffering because of lack of resources. And the decision to make it a pay channel, it is felt, would improve its revenue prospects.
Immediately after the SWOT analysis, Prasar Bharati has been working out plans to strengthen the channel. Among other things, DD World plans include substantial investment to build up a library of high-quality programmes. All this is being done after over five years of operation of the channel.
The SWOT listed the weaknesses as total lack of direction, inadequate manpower, lack of facilities, poor technology, lack of quality consciousness and no budget allocation.
Among the strengths of the channel are the DD brand and its infrastructure associated with it. The opportunities include the potential to capture vast audiences in 79 countries and become the voice of India for NRIs and others.