Financial Daily from THE HINDU group of publications
Saturday, Aug 24, 2002
Financial Daily from THE HINDU group of publications Saturday, Aug 24, 2002 |
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Marketing
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Strategy DD to give facelift to news programmes Our Bureau
MUMBAI, Aug. 23 BOLSTERED by a high rating for its news bulletin, Doordarshan has decided to revamp its news and current affairs programming, Mr K.S. Sharma, Chief Executive Officer, Prasar Bharati, said. "We will be improving the packaging, sets and montage of our news programmes," Mr Sharma said. Doordarshan has enlisted the help of a recruitment agency to hire staff for DD's news programmes, Mr S.Y. Quraishi, Director General, Doordarshan, said. He said younger staff was being hired to provide a new face to the news programmes. The hired members have been put through an `intensive' training programme devised by BBC. Mr Quraishi said a SWOT analysis was done to identify the strengths and weaknesses before a strategy for revamping was drawn up. Quoting TAM ratings, he said DD news had recorded a rating of 91.6 per cent, way ahead of other dedicated news channels. Aaj Tak had recorded a rating of four per cent during the same period while other news channels had recorded ratings of less than one per cent. Post-September 11 and the subsequent news outbreaks had catapulted news ahead of other programming categories. News channels including Aaj Tak, Zee News, Star News, BBC, CNN and CNBC had witnessed an increase in viewer time. Realising DD's potential because of its terrestrial reach, Prasar Bharati has decided to focus on news programming. According to Mr Sharma, DD News has been able to break news ahead of other channels. "Just as other channels go to town about breaking stories, we have also decided to blow our trumpet," he said. As regards breaking news, Mr. Sharma said the emphasis is on accurate news. "We would rather be slow than be inaccurate," he said.
To promote `viewers club'
NEW DELHI: TO spruce up its audience research, the national broadcaster — Prasar Bharati, has decided to carry out qualitative studies. It is planning to set up Doordarshan Viewers' Club which would give feedback and suggestions on how to improve the quality of programmes aired. The Research Advisory Committee which met here on Friday also decided to launch several more interactive shows. It is also planning to use the school forum to get feedback on the quality of the shows. So far, the channel has been using data provided AC Nielsen's TAM research data. The national broadcaster is also planning to launch an awareness campaign to inform advertisers that the reach of DD is far too great to be ignored. According to a statement issued by Prasar Bharati, he dominance of DD in all TV homes, not just cable and satellite homes, will be leveraged to put it as an ideal advertising vehicle for promoting mass consumption brands. Recently, the Prasar Bharati board also decided to offer volume discounts to attract more advertisers.
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