The Standing Committee on information technology has expressed concern over the under-utilisation of Prasar Bharati infrastructure, which has resulted in a decline in production of in-house programming.
According to the report, about 30-35 per cent of programmes for Doordarshan (DD) channels are procured from external producers as commissioned programmes. Many news and current affairs programmes were also being outsourced. This, inspite of the fact the Prasar Bharati had huge infrastructural facilities and staff at its disposal, observed the committee.
Reacting to the report, the Ministry of Information and Broadcasting (I&B) told the committee that steps had been taken to reactivate in-house production. It also said that it was negotiating with various government departments to run their campaigns through DD and All India Radio (AIR).
Underlining the need to effectively market in-house programmes, the committee had earlier said that “Prasar Bharati should modify and strengthen its marketing system in an organised and systematic way without further delay.”
In contrast, private channels had set up effective marketing machinery in terms of infrastructure and manpower and they were able to attract business which otherwise would have come to Prasar Bharati.
The Ministry of I&B said that it had set up a marketing division to combat the rapidly growing influence of satellite channels.
Source: Financial Express