DD Sahyadri, the top-performing regional language channel from the Doordarshan stable, has overgrown popular Marathi channels like Alpha Marathi and E-TV Marathi and emerged as the top Marathi channel among C&S homes.
The channel’s dominance is reflected in its programming as well. Nearly half of the top 60 programmes popular in Marathi households are aired by DD Sahyadri. The impressive performance has contributed Rs 25-crore commercial revenue in the year 2003-04.
Buoyed by the channel’s remarkable performance on the programming and revenue front, DD Sahyadri has now embarked on a new programme strategy to further revamp this regional channel. The channel has moved its popular interactive phone-in show ‘Sakhi’ to evening primetime from the current afternoon slot. The Saturday programming line-up has now special attraction in the form of live debates on ‘Ghatna Chakra’.
According to Mukesh Sharma, Director, Mumbai Doordarshan Kendra, the new programming strategy coupled with five-hour regular terrestrial support in the evening would help market its programmes more effectively thereby, further increasing the popularity of the channel.