Prasar Bharti Board in its latest meeting on November 16, has taken a major policy decision to provide greater flexibility to Doordarshan commercial policy to address the market changes with a view to generate more revenue.
Prasar Bharti board’s decision comes in the wake of the recommendations of the newly formed marketing advisory committee of Doordarshan. The committed headed by former CEO of Zee Telefilms Vijay Jindal had called for the monthly review of Doordarshan commercial policy with a view to fulfill its mandate of maximizing Doordarshan revenue by adopting market savvy policies.
It may be mentioned that Film Producers Guild of India (a body formed by defaulters producers who owe close to Rs 100 crore to Doordarshan) had represented to Prasar Bharti to amend its arbitrary commercial policy having the elements of unrealistic minimum guarantee money and high telecast fee and bring it in line with the market reality. Off late the realization had donned on Prasar Bharati that Doordarshan, because of its rigid commercial policy was losing precious commercial revenue as compared to private channels it was slow to react to market changes. Now Prasar Bharti faced with the uphill task of increasing Doordarshan revenue has decided to form a high power committee to review the rate card and guidelines regarding its commercial policies. This empowered committee shall comprise of CEO Prasar Bharti K S Sarma, Member Finance Prasar Bharti, S Sundresan and DG Doordarshan Dr. S Y Quraishi.
The committee will be making necessary changes in the commercial policy of the Doordarshan so as to keep it in tune with the market reality. If the need arises, the committee has powers to make desired changes in the commercial policies without even waiting for its monthly meeting. The decision of committee shall be put up for ratification by the Prasar Bharti board in the following board meeting.