Prasar Bharati has asked private producers to bear the expenses of the publicity of their programmes on DD News. This will also be one of the criteria for the continuance of programmes on DD News. DD News' annual budget of Rs 30 crores is being seen as inadequate to launch publicity of programmes as done by private TV networks like Zee and Star.
The move is being seen as an attempt to give a fillip to the connectivity of DD News which has not seen much appreciation since its launch in the late 1990s. Most cable operators in metros and big towns do not schedule DD News on prime band.
The private producers will have to submit a detailed strategy to Prasar Bharati detailing the publicity plan.
According to the DD officials some producers have already sent in their proposals and a final decision on these is likely to be taken within a couple of months.
Our typical marketing budget is usually 10 per cent of the topline spend