Prasar Bharati has prepared a blueprint to launch a special media campaign, coinciding with the formal launch of its DTH service sometime in December. It has already done the soft launch of its free-to-air DTH service with 30 TV channels (including 17 Doordarshan and IGNOU channels) and 10 radio channels but is awaiting confirmation on availability of Prime Minister Manmohan Singh for formally inaugurating the service.
Prasar Bharati has allocated Rs 4-5 crore for the proposed campaign for Doordarshan’s DTH service that includes print, Internet, outdoor and POP. Reliable sources in Prasar Bharati told exchange4media that
besides metros, the media campaign will mostly focus on smaller metros and B class cities.
Since Doordarshan’s DTH service is India’s first and only free-to-air direct TV service, the punchline of the campaign will be ‘Direct to Home, Direct to Heart’.
Prasar Bharati, which had earlier this year used outdoor for promotion of its Athens Olympics telecast, Gulzar’s TV series on Premchand classics and AIR on Phone service, will be doing the most extensive outdoor campaign for DTH service through hoardings, bill boards, bus shelters, kiosks, public conveniences and mobile medium like bus panels.
The promotional campaign on DTH will be carried out in two phases and Prasar Bharati will be using a combination of direct placement with vendors and media buying route.