The Hindu Business Line : DD getting facelift

AFTER moving most of its news and current affairs shows to the newly launched DD News channel, Prasar Bharati is revamping its entertainment fare on the flagship DD National channel.

And the queen of saas-bahu soaps - Ektaa Kapoor's Balaji Telefilms is set to make a foray along with Ronnie Screwvala's rejuvenated UTV.

Balaji Telefilms will produce a weekend soap - Kayamat (another in the K-series) while UTV will offer a fiction titled - Meher - a Muslim family drama.

Officials at Prasar Bharati said that before the launch of DD News, about seven hours of programming comprised of news and current affairs shows. But now after the launch of DD News some shows have been shifted. Hence, about three hours is available for entertainment shows.

However, the national broadcaster has not gone in for a complete overhaul of its programming, but has decided to run some of the popular shows on its entertainment channel — DD Metro — on the National channel. Incidentally, DD Metro has also been wound up. "A show called Papa produced by Indraprastha Telefilms and Sri Adhikari Brothers (SAB) produced social drama, Kunti, have been shifted to the National channel after getting a clearance that there are no dues to be paid," said officials.

According to media analysts, Prasar Bharati should be investing in programmes because of the wide reach. While DD can be credited for introducing television soaps, developing the afternoon slot and buying big Hindi films, it has not been able to sustain revenues.

"In properties where DD has a monopoly it does fairly well. For instance, it generated good revenues from cricket. But the broadcaster falls short in packaging and promotions," said a Mumbai-based media planner.

Prasar Bharati officials had earlier this year held a meeting with some of the top producers in which they were asked to come out with family-oriented proposals.

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