While the revenues of All India Radio (AIR) have increased in 2003-04 those of Doordarshan (DD) have declined in the fiscal. AIR earned a revenue of Rs 117 crore, as compared to Rs 102 crore in the previous year, while DD’s revenues fell to Rs 530 crore from Rs 553 crore the year before.
Due to the market scenario rates of telecast of advertisements over DD have been static during the last three years, the minister of information and broadcasting Jaipal Reddy told the Lok Sabha on Thursday. AIR has, however, rationalised its rates for advertisements in the year 2002 responding to the changing market scenario. This has resulted in decreasing the rates of sponsored programmes on its primary channel by 40% and increasing the spot rates of all channels by approximately 10%.
DD has taken steps to increase clientele by way of introducing volume discount schemes for direct bookings of advertisements on DD and bonuses for telecast of advertisements including those os the government schemes and projects. Value additions are also being given to clients in the form of branded promos on DD channels, to promote the programmes free of cost. As regards AIR, rationalisation of rate card and aggressive marketing of the medium are the other steps being adopted, the minister added.