"Doordarshan is forging private partnerships to promote public service broadcasting. Following public broadcaster's successful partnership with BBC for producing series on Aids awareness, it is now time for DD – MTV bonhomie. DD is cosying up to MTV for DD - MTV Aids Summit, a joint public awareness campaign on Aids. This campaign is in the form of a live music concert to be held in Mumbai on December 1.
"All this is a part of a year-long campaign on health undertaken by the Development Communication Division of Doordarshan on behalf of Department of Health, Ministry of Health and Family Welfare. Noted lyricist Gulzar is also directing an ad campaign on Aids for Doordarshan. Under this campaign TV commercials of 40 seconds each in Hindi and English, conceptualised by Health care division of O & M, will
be aired on Doordarshan.
"Meanwhile Doordarshan is also exploring the possibility of mutual cooperation with private TV networks for producing a year long special series to commemorate 100 years of recorded music in India.