Prasar Bharati plans to have a common news pool for Doordarshan and All India Radio, and also get AIR and DD to promote each other’s programmes. A committee has been formed to decide the details of the strategy, which is expected to help the two broadcasters tackle competition from private players.
AIR will broadcast details of programmes on DD, while the television channel will do the same for AIR. This will be done at the national as well as the regional level. Private producers will not be entertained in this cross-promotion scheme.
Meanwhile, DD’s international face, DD World, plans to become a pay channel. The PAS-10 satellite based digital channel will start earning subscription-based revenues once it goes pay.
It will become the second pay channel in the DD bouquet. Last year, DD Sports became pay on the eve of Olympics 2000.