The first national level training programme for the Audience Research personnel’s of Doordarshan begins today (October 21) in New Delhi. The six-day training programme at Indian Institute of Mass Communication will be inaugurated by the secretary, Ministry of Information and Broadcasting, Pawan Chopra. About three dozen personnel’s from Doordarshan's Audience Research units in Mumbai, Kolkatta, Lucknow, Jalandhar, Jaipur, Delhi, Gorakhpur, Ranchi, Hyderabad, Bhopal, Bangalore, Bhubaneswar, Ahmedabad, Nagpur are expected to take part in the training. The channel heads of DD1, DD2 and half a dozen representatives from marketing and advertisement / sales departments of Doordarshan will also be participating in the training programme.
The basic objective of this training programme, is to review the trends and weaknesses of the Audience Research Department of Doordarshan and create the environment necessary for optimum utilisation of manpower for research.
The secondary objective of the training is to familiarize the staff of Audience Research units about the role of research in programming and marketing. The training is aimed at familiarizing audience research staff with the latest research methodology and tools, especially those used in broadcast industry and social research sector.
It is also meant to understand and use research to support programming and marketing units of Doordarshan besides building the capacity of audience research personnel’s to make effective use of interest and support pro-active socially sensitive entertaining and informative programming.
There will be presentations and discussions on TAM methodology and Content Analysis methodology. Advertising wizard and CEO of Quadra Advisory Shunu Sen will make a presentation on scheduling of programmes and use of research in programme planning while Vijay Lakshmi Chhabra of DD Mumbai will talk on the use of research in advertising and programme sales.