DD ad revenue down 22% to Rs 272.61 crore in 2020-2021

The public broadcaster earned Rs 132.97 crore revenue from government ads & Rs 139.64 crore from non-government ads

e4m by exchange4media Staff
Published: Feb 11, 2022 1:20 PM  | 3 min read
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Public broadcaster Doordarshan's ad revenue dropped 22% to Rs 272.61 crore in 2020-2021 from Rs 348.83 crore in 2019-20, Information & Broadcasting (I&B) minister Anurag Thakur informed the Rajya Sabha. In 2018-2019, the public broadcaster's ad revenue stood at Rs 623.84 crore.

In 2020-21, the public broadcaster earned Rs 132.97 crore revenue from government advertisement and Rs 139.64 crore from non-government advertisement. In the previous fiscal, the revenue from government and non-government advertisements stood at Rs 233.08 crore and Rs 115.75 crore respectively. For the fiscal 2018-19, the revenue from government advertisement stood at Rs 496.41 crore with non-government ads coming in at Rs 127.43 crore.

The drop in DD's ad revenue notwithstanding, the I&B minister asserted that Doordarshan's viewership has not declined despite increasing competition from private players. "There is no decline in viewership in the recent years in spite of increase of Private TV Channels in the broadcasting space during past years and fragmentation of audience due to many private TV channels relaying Doordarshan’s live content," Thakur noted.

He also informed that Prasar Bharati operates 36 Doordarshan (DD) channels that are operating in Standard Definition (SD) mode and three of these channels are also made available in High Definition (HD) mode to the viewers for enriched viewing experience. In addition, there are 51 co-branded educational channels.

As per BARC (Broadcast Audience Research Council) data for the 22 subscribed SD-DD channels out of 36, Gross Unique viewership across the Network from the year 2016 to 2021 is as under: 615.4 million (2016), 719.8 million (2017), 743.1 million (2018), 760.4 million (2019), 747 (2020), and 684.9 million (2021). For 2020 and 2021, the viewership data for DD National, DD News and DD India is until 2nd October 2020.

Thakur also listed down steps being taken by Prasar Bharati to further increase viewership. During the lockdown period in 2020 Doordarshan aired iconic serials such as Ramayan and Mahabharat which resulted in the record highest television viewership for Doordarshan. DD RETRO, a dedicated entertainment channel, has been created to expand the viewership base.

All Live Sporting events of National Importance are now being aired on a dedicated sports channel DD Sports to ensure a sustained audience. DD India has been dedicated to English News and DD News to Hindi News to cater to diverse audiences across India.

Live streaming is also being done digitally of major live events being broadcast by Doordarshan to engage the Youth and to attract them to Doordarshan channels.

Thakur also revealed that the Republic Day Celebrations 2022 coverage had garnered more viewership on YouTube network of DD (2.6 Crore) than its TV network (2.3 Crore). "It is evident that the Doordarshan’s viewership on YouTube platform alone was greater than its TV viewership as reported by BARC. This was further exponentially amplified to a total of more than 3.2 Billion Viewing Minutes by more than 180 channels across the country which aired these Doordarshan visuals from 9:30 AM till noon," he added.

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