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DD vies for visibility. Forges alliances

27-August-2002
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DD vies for visibility. Forges alliances

In line with its new-found marketing aggression, Doordarshan is forging partnerships with a slew of print organizations across the country for barter advertising to perk up awareness about its brands and products.

The public service broadcaster has already firmed up its deals with the Rahejas-promoted news magazine Outlook and the mainstream daily Indian Express. These will be made public in a few days' time, according to the sources.

In these deals, Doordarshan will make available airtime on its national and regional channels in lieu of ad space in these publications. "These deals are based on our respective rate cards and do not involve any cash outgo on either side," said a senior DD official. This is expected to be a boon for the cash-strapped public broadcaster in the form of enhanced visibility at no extra cost. For the concerned print organizations too it is expected to be an additional method of reaching out to the phenomenal terrestrial audiences that DD reaches to throughout the nation.

"These partnerships with newspapers are exclusive to the extent of being area-specific deals. Like for instance, Express has insisted on exclusivity in Pune and Chandigarh," added the official. Similar deals are expected to be struck with other print organizations too. DD is currently believed to be negotiating with Times of India, Hindustan Times and several other regional leaders.

These tie-ups are in sync with the realization at Mandi House that DD's tremendous reach offers a good value proposition in itself and that inspite of this reach DD's visibility in the multiple-channel scenario is constantly slipping. "On one hand, these cross-media tie-ups will be constant reminders of DD's relevance to the viewers. On the other hand they reinforce the dominance of DD as an ideal advertising vehicle for mass consumption brands since DD is present in all TV homes, not just C&S homes," said the official.

On similar lines, DD and All India Radio too are being encouraged by Prasar Bharati officials to cross-promote each other's programmes on their platforms.

Last week DD had also unveiled its market-friendly strategies to woo advertisers by offering volume discount schemes, where advertisers committing more than one crore rupees every year are offered volume discount in the form of bonus commercial time ranging from 3 to 10 percent.

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