From the
only channel in 1959 to 2013 when the TV industry has grown manifold and
audience is flooded with numerous channels, television industry in India surely
has come a long way. Despite the boom of private channels, if something has
sustained over the years, it’s for sure the admiration and the respect that
Doordarshan has in people’s heart. DD is one of the largest broadcasting
organisations in India in terms of infrastructure. It has the world’s largest
terrestrial network, covering 90.1 per cent of the population and 78.2 per cent
of the area.
Initiated
in 1969 as an experiment, a full-fledged broadcasting station of Doordarshan
(DD) was set up in 1972 in Delhi on lines of being a Public Service television.
Doordarshan has a three-tier programme service – national, regional and local.
There are a total of 34 channels of which four are national. The aim is to
inform, educate and entertain.
Besides,
it provides meaningful entertainment programmes for both the urban as well as rural
audience. It is also helping the government in spreading awareness about various
welfare schemes of government.With the
advent of cable television in India and multiple channels, the viewership of DD
dipped gradually. Though there has been a serious competition in the market
among TV channels, still DD never compromised on quality. It still focuses on content,
maintains standard and doesn’t sensationalise unlike other private players.
Momentous
progress has been noted in DD’s expedition. Not only has it improved its
content, but also upgraded its technical infrastructure. In 1975, Satellite
Instructional Television Experiment (SITE) was launched under which ATS-6
satellite were available. Lately, digital terrestrial transmitters have been
introduced. This has reduced the use of spectrum providing more capacity than analogue
signal and still delivers a better picture. DTH (direct-to-home) services have
been initiated. It has a better quality, since it involves satellite
transmission and negates the technical glitch in the antenna broadcasting. Multiple
cameras, split screens, graphics usage has taken over the orthodox static
screen. There is extensive use of OB vans, which initially were used to cover
major events. Complete digitisation of DD is underway.
Regarding
content, DD has been able to maintain its set benchmark. It hasn’t given into
glamour as other private channels. They do not believe in sensationalising the
news. Since it’s a public broadcaster, it prudently filters the quality content
from hogwash. No other private channel broadcasts classics and rural centric
programmes like ‘Krishi Darshan’.
DD has initiated the process of public
interaction through its programmes with experts. It is worth noting that when
the language of the news has lost its significance, DD has maintained its standard.With the
advent of private channels, a steep decline in the viewership of DD is recorded.
Reliable data on Doordarshan’s viewership is difficult to find, as the
viewership recording authority, Television Audience Measurement, covers only
satellite channels while Doordarshan’s network is largely terrestrial. There
have been reports of loss of revenue as the commercial viability has taken a
dip. Many experts have suggested handing over functional autonomy to Prasar
Bharti. But DD is still considered by the government as its ‘propaganda wing’. Doordarshan
has tried to revamp its image through Self Financing Channels, but it still has
a long way to go. It’s imperative that DD focuses on building people’s trust by
striking the right chord. This can be done with the help of generation of
quality content and excellent first-rate marketing skills.
It is
expected that DD maintains its standard and not indulge in the rat race of television
rating points (TRPs). The motto of Satyam
Shivam Sundaram should always encourage the DD to rise above the rest and
cater to their social responsibility in order to have that special place in people’s
heart!
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