Doordarshan has launched a major offensive on the programming and marketing front to win back viewers and advertisers alike. On one hand, the public broadcaster is going in for total programming revamp with a new quality software, on the other hand, it has chalked out strategy to aggressively promote its programmes.
In view of the fund crunch, Doordarshan authorities have decided to go in for cross channel promotions and barter ads with newspaper for programmes promotion. Says Doordarshan DG, S.Y. Quraishi , "We'll be putting in our programming ads in national dailies in Hindi and English besides leading regional newspapers and in turn carry their ads on our network. We'll also be going in for outdoor publicity through hoardings and moving electronic display boards in major cities". Besides promoting its programmes in the print and outdoor media, Doordarshan is also bringing out its Programme Guide.
Meanwhile, the aggressive marketing of the network's programmes has started paying dividends. A record 39 slots on DD Metro, the flagship entertainment channel has already been booked and there's a queue for the remaining five slots. Enthused by the results of their marketing blitz, Doordarshan officials are now working overtime to open their new marketing offices in Delhi, Calcutta, Hyderabad and Trivandrum in the coming three months. Doordarshan is also toying with the idea of appointing a Marketing Adviser to give a further push to its marketing offensive.
Our typical marketing budget is usually 10 per cent of the topline spend