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Prasar Bharati rejects all bids on DD Metro

09-July-2001
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Prasar Bharati rejects all bids on DD Metro

The Prasar Bharati board rejected all the bids, which were submitted four days ago for prime time slots on Doordarshan’s Metro channel. The Prasar Bharati board met on Saturday to take a decision on the crucial issue of bidding. The bids, if they had been accepted, would have fetched DD only Rs 23 crores annually for the entire 7 to 11 p.m. band.

Mr. Anil Baijal, CEO, Prasar Bharati, informed that the board rejected all the bids because they were too low. But, since Prasar Bharati had not set a floor price for bidding, it is being said in media circles that rejecting bids on the basis of low price is illogical and arbitrary.

Had DD gone by the theory of ‘‘highest bidders win’’, Prachar would have got the 7 to 8 p.m. and the 10 to 11 p.m. slots for Rs 5 crores. Prachar had bid for the entire slot of 7 to 11 p.m. at Rs 16 crores. The third bidder, Pritish Nandy Communications, got eliminated due to its lowest bid at Rs 1 crore for the 8 to 9 p.m. band.

The present holder of the prime time slot on DD Metro, HFCL-Nine Broadcasting India, had paid Rs 121 crores for the 7 to 10 p.m. band. Last month, when DD had invited bids on the Metro channel, it had set a reserve floor price of Rs 97.5 crores for 7 to 10 p.m. and Rs 17.5 crores for the 10 to 11 p.m. slot. But going by the poor response to the bid, this time DD did away with the floor price.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.