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Our Bureau

New Delhi , April 8

FOLLOWING the footsteps of private news channels, which increased their advertising rates on the eve of elections, Prasar Bharati too has announced a 20 per cent hike in its rates for DD News.

According to the new rate card, spot buy rates have been hiked to Rs 5,000 for 10 seconds from the Rs 3,000 charged earlier during prime time while it has gone up from Rs 2,000 for a 10 seconder to Rs 3,000 during non-prime time. The prime time band has been extended by one hour - from 6.30 pm to 11.30 pm from the earlier 7 pm to 11 pm to help better spread of advertisements. There has been a 50 per cent increase in the rates for sponsored programmes - from Rs 10,000 to Rs 15,000 for prime time and from Rs 5,000 to Rs 7,500 for non-prime time.

The maximum increase is in stock branding and ticker branding. The new rate is now Rs 5 lakh per month as against Rs 2 lakh earlier. However, the earlier offer of giving value addition to advertisers in the form of free commercial time on DD Bharati continues.

Prasar Bharati in a statement said that the revised ad rates, which came into effect from April 1 has been well received by the advertisers and there has been a 66 per cent increase in spot buys. New advertisers, such as State Bank of India and Kodak, have already signed up Rs 75 lakh and Rs 25 lakh respectively for three months.

"DD News was facing the problem of plenty. The most important thing to be addressed was to devise a strategy to reduce clutter of advertisements, especially in prime time programmes," said Mr Sanjiv Datta, Additional Director General (News).

For the election period, DD has managed to garner Rs 2-crore advertising and has launched several new programmes. "We have been able to sell spots on election programmes for Rs 10,000 per 10 seconds, which is three to four times the normal rates," said Ms Vijayalakshmi Chhabra, Marketing Director, Prasar Bharati.

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