Following the onslaught by the sattelite channels, Doordarshan has earmarked Rs 40 crore towards inhouse production for the year, as it strives to improve content to counter competition.
The budget for acquisition of TV content is Rs 10 crore, while Rs 5 crore is set aside for taking programmes on royalty basis.
For DD-1, an expense of Rs 10 crore has been earmarked towards content. DD will also spend for content from outside producers. The total outlay for content has gone up from Rs 16 crore to Rs 80 crore this year. Doordarshan’s content from inhouse production will increase from 50 per cent to 70 per cent.
Some of the inhouse shows have been faring well. Popular programmes like ‘Rangoli’ and ‘Chitrahaar’ are made by inhouse producers from the Mumbai Doordarshan kendra and marketed by the Prasar Bharati marketing division. Earlier, these two shows were given on bid to private TV software companies.
In Chennai, there was a proposal from multiple system operators (MSOs) not to accept the registration of new cable operators in unserved areas as they would be inclined in running movies on the frequency mandatorily reserved for carrying the DD channels. These areas mainly have black & white TV sets and the space for carrying many channels is limited. “We did not accept this proposal,” said Bharati chief executive officer K S Sarma.
Our typical marketing budget is usually 10 per cent of the topline spend