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Doordarshan targets Rs 800 cr revenue with new content and marketing initiatives

27-October-2005
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Doordarshan targets Rs 800 cr revenue with new content and marketing initiatives

In the wake of a number of new initiatives to beef up its content and marketing, Doordarshan is hoping to garner commercial revenue of Rs 800 crore in this financial year, up from last year’s earnings of Rs 665 crore.

Prasar Bharati CEO, K S Sarma told exchange4media, “Contrary to the perception that the telecast of sports events on Doordarshan would be a major revenue earner, we hope to make just about Rs 100 crore from it out of the projected revenue of Rs 800 crore for 2005-06.”

According to Sarma, Doordarshan’s Development Communication Division (DCD) was expected to contribute a substantial revenue of Rs 100 crore. Out of this, DCD’s programme, ‘Kalyani’, made in joint collaboration with the Ministry of Health and Family Welfare, is likely to bring in Rs 30 crore of commercial revenue this year.

Said Usha Bhasin, Deputy Director General, Doordarshan, incharge of DCD, “That ‘Kalyani’ is getting a big response from advertisers can be judged from the fact that the Lucknow Kendra had to turn down 10 minutes of advertising to accommodate the content.”

Doordarshan also hopes to earn a significant amount of about Rs 40 crore from the telecast of feature films.

According to V A Magazine, Deputy Director General, incharge of Doordarshan’s Commercial Division, “Doordarshan is right on the target by earning a commercial revenue of Rs 400 crore in the H1 of the current fiscal.”

Sarma added that Doordarshan’s initiatives on inhouse programming and marketing were paying rich dividends in terms of commercial revenue. “Earlier, we were simply selling air time, with inhouse programming being as little as 4 per cent. But now we have been able to increase the inhouse programming content to 30 per cent.”

One of the major initiatives on the content front, according to Magazine, had been the Self Financing Scheme introduced by Doordarshan for outside producers. “Under this scheme, we are paying fixed production fee to outside producers and marketing these programmes ourselves to maximise our commercial revenue. Currently 7-8 of such programmes like ‘Detective Karan’, ‘Jasoos Vijay’ and ‘Dil Hai Phir Bhi Hindustani’ are already on air and over half a dozen more programmes are in the pipeline, including Jaspal Bhatti’s comedy serial, ‘Nonsense Private Limited’.”

Elaborating on the revamping of inhouse marketing, Magazine said that for the National Prime Time, DD News Channel and Sports programmes, Doordarshan was doing inhouse marketing through its half a dozen marketing offices in Mumbai, Delhi, Chennai, Kolkata, Bangalore and Hyderabad.

He further said that Doordarshan would be opening its new marketing office in Kochi in about a month’s time to further beef up its inhouse marketing with a view to maximise revenue.

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