Doordarshan has decided to itself do the marketing of the Asian Games and the upcoming West Indies cricket series in India in November involving two tests and six ODIs.
According to Doordarshan Director General S Y Quraishi, the decision to this effect was taken at the first meeting of Doordarshan’s marketing advisory committee held at the Doordarshan Directorate yesterday.
The unstructured introductory meeting of marketing advisory committee was attended by its chairman Vijay Jindal, Dabur CEO Sunil Duggal, Doordarshan DG S Y Quraishi, all DDG’s, Director Commercials, Director Audience Research and Dy Director PR. At the meeting the commercial department of Doordarshan gave its presentations to apprise the members of marketing advisory committee about Doordarshan infrastructure and commercial and marketing policy with a view to fulfill its mandate of evolving an effective marketing strategy for Doordarshan and maximize its revenue to make it self-reliant.
The consensus emerged at the meeting about the need for a flexible, market responsive commercial policy. There were suggestions about rationalizing the telecast fee and ad rate in order to provide the much-needed cutting edge to Doordarshan’s marketing strategy. There was also emphasis on brand building of Doordarshan channels for which it was suggested to adopt a proactive PR policy, fully highlighting the strength of Doordarshan programming, audience share and reach.
The issue of in-house marketing of events also came up before the meeting. One big event, which is to be marketed by Doordarshan itself, is the Doordarshan award ceremony to be held in Mumbai on November 25. According to Dr. Quraishi, Doordarshan Mumbai marketing office has marketed the event well in advance. Meanwhile Doordarshan attempt to do outside marketing of BCCI International cricket matches to be played in India till 2004 have not made any result so far.