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Doordarshan, AIR initiate steps to increase revenue earnings

04-August-2006
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Doordarshan, AIR initiate steps to increase revenue earnings

All India Radio (AIR) and Doordarshan have chalked out an action plan to boost their revenue earnings, I&B Minister Priya Ranjan Dasmunsi informed the the Rajya Sabha on August 3, 2006.

Under the action plan, AIR is charging tower rentals (including maintenance charges) for the infrastructures being offered to private broadcasters in Phase II of FM expansion. The rentals for category A+, A, B, C & D are Rs 13.20 lakh, Rs 8.25 lakh, Rs 4.25 lakh, Rs 3 lakh and Rs 1.75 lakh, respectively. Doordarshan has also decided to charge a carriage fee amounting to Rs 1 crore per annum from private channels who are interested in becoming part of the bouquet of channels carried on its free-to-air DTH service, DD Direct Plus.

AIR has introduced online computerised booking system (Central Window Booking) at its Central Sales Unit, Mumbai, which has been linked to all its 15 commercial broadcasting service centres for all advertisers and clients. AIR is constantly devising new programming formats to suit local audiences. Local variation components of Vividh Bharati stations are being increased to augment the listenership and attract more advertisers. AIR has also introduced 1:1 bonus scheme for spot booking to attract more advertisers.

Doordarshan has operationalised its marketing divisions at Mumbai, Chennai, Hyderabad, Delhi, Kolkata and Bangalore. Among other measures are setting up a Development Communication Division for securing business and catering to the publicity requirements of various ministries / government departments / PSUs; trying to fully exploit the commercial potential of various programmes, including films and film-based programmes; ensuring that slots on various channels do not remain vacant; computerisation of billing system of Doordarshan’s commercial services in Delhi to ensure timely preparation of bills, barter arrangements for newspaper publicity to promote the programmes of Doordarshan and its brand image, etc.

Cable operators have now been given the option to download signals either in analog mode or digital mode to improve the transmission quality with digitalisation of signals. The commercial rate card is being constantly reviewed and revised to bring it in tune with market practices.

The amount of bank guarantee to be submitted by accredited agencies has been increased from Rs 3 lakh to Rs 25 lakh. A committee, comprising Prasar Bharati CEO, Member (Finance) and DD Director-General, has also been constituted for quick decisions in commercial matters and monitor payment behaviour.

Dasmunsi also informed the Upper House that the government had permitted 185 private satellite TV channels to uplink from India till June 30, 2006 as per uplinking guidelines. In addition to this, 65 TV channels have been provisionally permitted to downlink in India. By the same date, proposals of 30 private satellite TV channels for permission to uplink from India and 12 TV channels for downlinking permission were at various stages of scrutiny.

Also See:

DD, AIR chalk out innovative plans for revenue streams

Prasar Bharati gets marketing savvy, brings about a revenue turnaround

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