Prasar Bharati bosses are working out sound marketing strategies to maximise Doordarshan's commercial revenue, particularly in view of the drop in the revenue of its two flagship channels - DD1 and DD2.
DD National's revenue has dropped down to Rs. 3305.5 million compared to Rs. 3591 million last year. Similarly DD Metro's revenue has gone down to Rs. 823.2 million compared to Rs. 872.9 million. Even DD Sports channel's revenue has dipped to Rs. 698.3 million compared to Rs. 719.9 million last year.
However, the positive development for Doordarshan is that the commercial revenue of Kendras is on the upswing. Mumbai Kendra's revenue has shot up to Rs. 181.9 million from Rs. 143.4 last year. Similarly Delhi Kendra's revenue has jumped to Rs. 95.2 million from Rs. 67.2 million last year. Lucknow Kendra has gained revenue of Rs. 9 million over last year's figure of Rs. 32 million. Jaipur Kendra's revenue has gone up from Rs. 19.3 million to Rs. 32.2 million while Jalandhar Kendra's revenue has soared to Rs. 70.4 million from Rs. 47.3 million last year.
Even the Kendras in the South with the exception of Hyderabad and Thiruvanthapuram have managed to push up their commercial revenue. The revenue of Ahmedabad Kendra has increased from Rs. 38 million to Rs. 40.8 million on while that of Bhopal has registered a hike of Rs. 7.7 million over last year's earning of Rs. 17 million Chennai Kendra has registered a marginal increase from Rs. 72 million to Rs. 75.1 million.
However Bangalore Kendra have seen a huge hike of Rs. 51.9 million with its earnings touching Rs. 136.2 million mark. Hyderabad's earnings have dropped down from Rs. 128.7 million to Rs. 90.8 million while Thiruvanthapuram's earnings have gone down to Rs. 148.1 million from Rs. 162.4 million.
In the East, while smaller Kendras like Bhubaneswar, Guwahati, Patna have gained in commercial revenue, Kolkatta's revenue has declined from Rs. 299.2 million to Rs. 277.4 million. Nevertheless, the good performance by Kendras is no solace for DD mandarins because Doordarshan has witnessed an overall drop of 3.5 percent in its revenues, which have declined from Rs. 6375.1 million to Rs. 6152.1 million. Obviously, the challenge before new DG Doordarshan S. Y. Quraishi is to ensure that there's a substantial increase in Doordarshan revenue for the year 2002 - 2003. And this year cricket should turn out to be a saviour as Doordarshan will be making over Rs. 50 crore alone from the telecast of Champions Trophy and upcoming West Indies series.