Top Story


Home >> Media - TV >> Article

Doordarshan to expand DTH offerings from 59 channels to 120

Font Size   16
Doordarshan to expand DTH offerings from 59 channels to 120

Doordarshan is betting big on the direct-to-home (DTH) platform. The public broadcaster has completed 10 years in the DTH arena, having started with DD Direct in 2004, showcasing 17 channels.

With digitisation panning out to Tier II and III cities after metros, Doordarshan is now all set to increase the number of channels to about 120. The objective behind this increase is to gain maximum customers as there are a large number of free-to-air channels.

Talking to exchange4media, Ranjan P Thakur, Additional Director General, Doordarshan said, “The reason why we are expanding to 120 channels is because we realise that the market is basically oriented towards regional channels and that’s where the growth is. We have a large number of Hindi channels, but not enough regional channels. Hence, a larger bouquet of channels will enable us to get more regional channels, bringing in more regional viewers.”

He further said, “It will be an FTA platform and cater to the lower half of the society. A large number of channels will create more chances for the audience and also value for money since it will be free for life, which is a huge attraction.”

The orders have been placed and transportation has also been sanctioned. The new bouquet of 120 channels will be operational from March 31, 2014.

At present, Doordarshan has a base of 20 million set top boxes. It currently offers 59 channels, which include 21 channels of DD besides 38 other channels of different genres such as entertainment, musical, devotional, educational, news and foreign channels.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...