Notwithstanding Doordarshan’s news pro-active approach to spruce up its programming and marketing to maximize its viewership and commercial revenue, the Public Boardcasters commercial revenue for the current fiscal has taken a nose dive.
Doordarshans commercial revenue till November 30 this year stands at Rs 266.64 crores which is much below the revenue of 327.9 cores earned by Doordarshan in the last fiscal till November 30. This is also way behind Doordarshan target of Rs 625 crores for the year 2002-2003 as its total earnings of Rs 615 crores during the last fiscal.
Doordarshan authorities attributes this short fall in revenue to termination of its contract with Channel 9 Gold and failure of Buddha Films to market cricket on Doordarshan. They are however upbeat about the substantial contribution to revenue through cricket telecast.
Doordarshan’s kitty will swell sharply by over Rs 50 crores as it realizes its payment for marketing India-West Indies series. According to Doordarshan DG S Y Quraishi the public broadcaster will be generating revenue of Rs 16-20 crores for telecasting 16 matches (featuring India of the upcoming World Cup Crikect). Nimbus, which will be marketing the World Cup, will share the revenue with the Doordashan in 80:20 ratios. Doordarshan is also considering a proposal to air 43 other matches of World Cup Cricket (where Indian does not figures) on DD2 with a view to further push up its commercial revenues.
Acquisitions of Hollywood films for telecast on Doordarshan and airing events for commercial exploitation are some other initiatives planned by Doordarshan to increase its revenue.