In a major brand building initiative for Doordarshan, Prasar Bharati Board has decided to go for an advertising campaign on outdoor media and Internet.
As per Board's decision, the state-owned TV channel would carry out generic and programme-specific advertising in urban areas, dominated by satellite TV. Sources in Prasar Bharati informed exchange4media.com that for its outdoor ad blitz, Doordarshan has classified cities into five categories on the basis of media exposure, media habits and media consumption. The top A-1 category includes Mumbai and Delhi while Chennai, Kolkatta, Hyderabad and Bangalore come under category A. The B-category comprises emerging markets with 20-lakh-plus population while the category C includes potential cities with one-million-plus density. The last category, D covers smaller state capitals.
The broadcast watchdog has invited bids from sole concessionaires of outdoor properties on all-India basis. Prasar Bharati would go in for outdoor advertising for DD National, DD News and DD Sports, covering billboards, bus shelters, bus panels and public utilities. Doordarshan's outdoor ad blitz would begin in August with the beginning of campaign for the Olympics. The channel would also be carrying out outdoor publicity for its mega classic serial 'Prem Chand' made by Gulzar.
Alongside venturing outdoors, Prasar Bharati Board has also made a policy decision to foray into the cyber space. As the decision goes, Doordarshan would be doing programme-specific advertising campaign on Internet.
Interestingly, Prasar Bharati has so far not allocated any specific budget for the proposed outdoor and Internet advertising campaigns.