Financial Daily from THE HINDU group of publications
Saturday, Sep 25, 2004
Financial Daily from THE HINDU group of publications Saturday, Sep 25, 2004 |
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Marketing
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Advertising Prasar Bharati to intensify campaigns to promote DD Sriram Srinivasan
Chennai , Sept. 24 NATIONAL broadcaster Prasar Bharati is stepping up promotional efforts, as it hopes to reach out to those who don't tune in to its channels. The organisation, which runs Doordarshan TV channels and AIR radio stations, will increase its marketing spends, as also intensify its multimedia campaigns, which for the first time will also include promotions on the Internet. It has also decided to tap the outdoors as a means to provide brand recall in urban areas. A Prasar Bharati spokesman said the board has decided to run campaigns on a sustained basis, unlike earlier. "Many people in cable-rich areas are not aware of what's happening in DD channels," he said. For instance, some of DD's programmes, he said, have more viewership than the most popular of cable soaps, thanks to the former's terrestrial reach. But not many know about it, he said. That explains the multimedia campaign. Apart from publicity within its channels, Prasar Bharati is looking to increase its exposure in print. For the latter, it is planning to strike more barter deals with newspapers. But such deals will be event-specific, he said. When the Athens Olympic games were underway, Prasar Bharati, which had broadcast them, ran an outdoor campaign with 40 hoardings in 12 cities. It plans to have 200 hoardings across the country to announce the launch of its direct-to-home service, DD Direct, which is expected to kick off soon. It is also discussing possibilities of cross-promotion with other channels in the DTH bouquet. It has tapped the Internet, for the first time, to promote a series of Raj Kapoor films on rediff.com. The spokesman said, initially, the organisation proposes to be present on one or two sites. The promotional strategy means Prasar Bharati will spend much more than the Rs 2 crore that it used up last year but the spokesman said the exact budget isn't still known.
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