The Prasar Bharati Corporation has lined up an aggressive pre-launch multi-media campaign for the DD Bharati and has appointed private advertising agency Crayons for the job.
According to Prasar Bharati sources, Crayons will carry out the ad blitz, which includes full-page colour ads in all major dailies and extensive outdoor publicity announcing the launch of DD Bharati.
A cross publicity drive is already on air on different Doordarshan and All India Radio channels, including the regional network.
The public broadcaster was also trying to generate interest in the new channel by organising a music contest in the capital, which would feature big names in the classical and popular segments.
According to industry sources, even the pricing strategy for the new channel is very aggressive, with a half-hour prime time slot on DD Bharati going for just Rs 5,000. The price for a similar slot on DD National can go up to Rs 3.5 lakh and on DD Metro the tag is about Rs 1.5 lakh.
DD Bharati, which would go on air on Republic Day, will be a 24-hour channel with four hours of health and fitness programming, six hours of children’s programmes and another four hours of music, dance and fine arts. The channel is also planning live telecasts of various music and dance festivals.