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.