With the floating global tenders and a move to revamp the channel, DD World’s name is being changed back to DD-India to attract viewers with effect from May 1.
According to a Prasar Bharati this decision was taken to make the channel reflect its true character, that is capturing the essence of India. Interestingly, the channel was launched in 1995 as DD-India, but was re-christened two years ago as DD-World.
It was felt that the DD logo with ‘World’ did not immediately convey the place of origin of the channel. But if ‘World’ was replaced with ‘India’, the channel would be identified as an Indian entity in the satellite markets of the West, said Prasar Bharati decision-makers.
DD-World carries five news bulletins, features on topical events, entertainment programmes and films, among other programmes. Besides English and Hindi, the channel also airs programmes in Urdu, Punjabi, Telugu, Tamil, Kannada, Malayalam, Gujarati, and Marathi. The channel was launched with the objective of building bridges of communication with Indians living abroad and showcase the real India, its culture and its values, to the entire world.
Source: Financial Express