Doordarshan may be a white elephant, but can be turned around on the lines of the BBC.
From just one channel, to over 700 channels, the Indian TV industry has come a long way. With 150 million households having TVs, India is the third largest market in the world after China and the US. During this unprecedented growth, Doordarshan has dramatically lost viewership, thanks to the satellite TV boom.
Although Doordarshan has achieved over 90 per cent reach in the country, it is not the preferred channel for people across the country who have a choice of channels. The story of AIR is no different. Private radio channels have been able to attract listeners quite effortlessly.
Such a phenomenon is not limited to DD/AIR. If we look at other fields that have witnessed private participation after Government monopoly, Government organisations like BSNL or Indian Airlines have miserably failed to retain their customer base, due to their lackadaisical attitude. It is a matter of survival for the private players, and hence they are competitive.
The recent news that Information and Broadcasting Minister has set up a committee under Sam Pitroda to suggest improvements in Prasar Bharati (which controls Doordarshan and AIR) is good to hear.
But recommendations of various committees in the past have yielded no result. What will change now? Can DD embrace the much-talked-about BBC model?
BBC Model
Globally, there are over 30 public service broadcasters (PSB), and most of them have built trust value with the public. The most popular PSB is undoubtedly BBC. In fact, UK is credited with pioneering the “arm’s length” relationship between the State and the public broadcaster. The BBC is autonomous and enjoys sufficient independence, preventing political or bureaucratic interference to a large extent. No wonder, BBC News has been the most trusted news source in the UK and across the globe.
Every TV owner in UK pays an annual licence fee. (This is much like the radio licence fee that existed in India long back). This fee is the main source of income for BBC as a PSB. In other parts of the world, PSBs are funded through a mix of licence fees, Government grants and advertisements.
BBC has managed to always stay ahead of competition through technology leadership. The latest financial report shows that over 70 per cent of the licence fee was spent directly on programmes, or the property and technology infrastructure to support their production.
BBC strives to deliver “value-for-money” to its audience through distinctive, high quality programmes. BBC’s PSB supports multiple national and regional TV channels/radio stations and an extensive website. BBC’s ability to provide innovative and distinctive content helps attract audience across age groups. For example CBBC and CBeebies, the flagship children’s channels are extremely popular even outside the UK. In addition to the public broadcasting channel, BBC has other channels that have different revenue streams.
Quality content
With this background, it looks like an overwhelming task to get DD anywhere close to BBC. However, with the right structural reforms which can reduce Government interference, there certainly is still hope.
It is shocking that DD has not learnt from other global PSBs who have managed to stay competitive in the presence of private players.
It is evident that DD lacks in-depth understanding of the changing market dynamics. This is the age of infotainment where information and entertainment are seamlessly integrated to attract audiences.
DD must focus on building trust with the people. It is not an easy task and may take several years. This would include some serious and sustained effort in creating high quality content that can connect with the public. This, coupled with strong marketing effort, is urgently needed. In addition, it is imperative that the DD re-skills existing employees and/or acquires the right talent.
Production quality must be improved with investment in infrastructure and technology. Why can’t DD tie-up with the best production houses in the country? Can DD champion mobile TV in India? DD’s presence in Internet and social media is absolutely miserable. But without good quality content, social media will be of limited use.
PSBs like DD have to fulfil social responsibilities, including strengthening national identity and culture.
DD conveniently ignores any comparison with private players due to the PSB tag. People look for entertainment value and the name of broadcaster hardly matters. Right now, even private channels are struggling to differentiate themselves from each other.
Can DD come up with a fresh idea by leveraging its exclusive access in Government offices and unmatched rich archives? DD can make a huge impact in the education segment. Although the idea behind UGC’s education programmes must be lauded, it failed to resonate among students due to below-par implementation.
Perhaps, DD could join hands with private players and provide creative programmes around education, career counselling, skill enhancements or language classes. How about coaching classes for IIT JEE or infotainment programmes for the agriculture sector? Regular audience feedback on the lines of BBC’s Appreciation Index (AI) score is absolutely essential.
Create alternate PSB
Reports suggest that the government spends close to Rs. 1,800 crore annually on Doordarshan, but DD’s revenue is about Rs 1,000 crore.
Where is the accountability? As long as Government funds DD, there is hardly any motivation for DD to be competitive or profitable.
The Government should gradually reduce funding and ask DD to come up with innovate ways of revenue generation.
Should the Government start charging a licence fee from TV owners? That’s the easy option. But why should public pay for mediocre content? Instead, Can DD should start a commercial channel that can compete with private players?
This should, in turn, fund public service broadcasting. Can DD become a navratna company by 2020? The other option is to create competition to DD by allowing another PSB in India. Some aggressive targets are needed for reviving this white elephant.
DD has a long way to go before it can emulate the BBC model. While we wait for Sam Pitroda committee’s recommendation with interest, the Government’s willingness to implement the recommendations will be the key. For a change, let’s hope the Government will surprise us with action.
(The author is Vice-President at Symphony Teleca. The views are personal.)
Keywords: Indian TV industry, TVs, largest market, China and the US, unprecedented growth, Doordarshan, dramatically lost viewership, satellite TV boom, BBC model
Comments:
If an enlightened government was in position at the Centre, in the early 1990’s, interests of Indian public sector would have been taken care of, simultaneously with the opening up of Indian Economy. But, by that time the political leadership had slipped from the hands of nationalists who had a bias towards public sector in core areas of industry and finance to the BPL (Businessmen-Politicians-Lawyers) combine which had within itself families with private sector business interests.
Degeneration of public sector organisations like LIC, UTI in financial sector and several organisations in infrastructure and industrial sector during the past two decades has to be viewed in this context. The kind of analysis about Doordarshan’s present predicament, if done across other organisations in public sector, will end up in the diagnosis of the deep-rooted malignancy in and the resultant decay of, Indian Economy.If India has to survive, trust in public sector needs to be revived quickly.
On few counts I agree with author's view, like, we need to do a lot to
restructure DD in the BBC style.
But, calling content in DD as average and making reference as "DD
lacks in-depth understanding of the changing market dynamics" are
partisan views. Content in DD News even now for a serious viewer is on
par with any other private news channel. The quality of news and the
purpose of a responsible media house is served more by DD News than
any leading media house. 30 minutes news in DD News provides much more
useful content than 30 minutes of so called super-Fast news programs
of other private news channels.
Other channels of DD, especially the regional channels have their own
significance in educating the 90% reach audience about Government's
programs and creating the feeling of unity in diversity.
DD needs to take some aggressive steps in marketing and improving its
own age old standards. But, that does not make it a white elephant.
I fully agree with the author's views. I did a quick comparison of DD's website and BBC's website. There is no comparison. I wonder why things cannot be improved inspite of the best brains with IAS. Willingness of the Goverment is important. Honestly the Goverment should take some bold steps and a major shake of the Sr management of Prasar Bharathi and DD is much needed
Viewing DD strictly interms of commercial is not acceptable.The social face of DD is not discussed here.To be precise it is the only TV that can viewed cutting across ages.No doubt we need technology changes from DD and also requires quality programmes for entertainment along with its social causes.DD's work on farmers are commendable and various health related programmes are useful for viwers.DD can be government funding private managed but leaving this 100% to private players will not serve the purpose of reaching social schemes to masses.
The role of a responsible public service broadcaster to make the "good"
,popular, NOT making the "popular" ,good.
Good one sir.
I feel that as long as DD is under the purview of Govt & is not made
accountable for its funding, it will be a difficult road to recovery
for it. The people running the show in Prasar Bharti run it like its
their “Baap dada’s jageer” .. So even if Sam Pitroda gives his 4 cents
of thoughts, it will only be going into some file and will be dusted
there.
But yes, I’m one of those who grew with only 1 DD channel till my 12th
Class. And I still yearn for the “quality” serials that DD used to
broadcast then. I don’t think there is a single serial in our current
700+ channels, that can match some of the iconic serials that DD used
to air.
Regards,
Tapanesh
In my view DD should be split into two entities: (1) continue with one national channel that will be aired daily 4 hours ( morning 2 hours and evening 2 hours). This should be completely run by the government. Reduce the staff and still be a loss making entity. (2)The second entity should provide the infrastructure on rental/lease to private players and make constant money. The 2nd Entity can invite a lot of corruption/scams etc. But I hope some brainy chap at the top will ensure the right checks and balances are in place.
AIR and DD golden goose should not be allowed to die.
Synergizing with other govt. bodies, eg. KSTDC, ITDC, Weather, Archeological department, Forest department etc. There are lot of areas which private channels won’t be able to cover where these organizations can do wonders.
The staff of AIR and DD are quiet knowledgeable when compared to private channels. If given sufficient freedom is given they can come out with programs with really good content. Just to give an example DD-Chandana has a popular program which introduces different tourist places in Karnataka. Private channels tried copying, but failed
Archives must be monetized - music concerts, dance performances, talks etc which have been accumulated from past 6-7 decades. AIR tried to do it but missed marketing it. Making these available on digital channels and marketing with the right audience is needed.
Coverage of AIR and DD is mind boggling but not being exploited properly.
willingess to implement holds the key.
The pathetic situation of DD is due to the forced emulation of private
broadcasters.Instead of emulating the private players or advising the
dd&AIR to emulate them,it would be prudent to guide the AIR&DD to be
their own and make programs that differentiate them from private
players and benefit common public.It would be right occasion to
mention that the time is ripe to modernise the gear& recruit best
talent.any organisation that stops investing in HR would meet
debacle.all past committees wanted DD to improve revenues but failed
to suggest how to earn while making public service programs!Is it
wiser to force a public broadcaster to go after profits,while forcing
to forgo its basic motto?While coming to news content , I would
suggest the DD news and people at the helm should be freed from
government setup not the lower rung employees.the news content is
largely dependent on stingers.I would point out that the earlier
committees refused to stop deputation of IIS cadres from ministry!
Main issues being faced by DD
(1) Average age of staff is 50+ year
(2) All top senior management is 58+ year.
(3) No recruitment of officers since 15 year who gives energy & new
thoughts to any business. No timely promotion to officers as all
matters goes in to court
(4) No leadership who can gain trust of inhouse.
Thus in my view,
(1) New talent should be inducted in all core parts Prog,Engineering,
Marketing,Human Resource. All braches should be finally merge at top
management.
(2) IT or ERP should be used to do Accounts , Financial Human resource
matters as now it is done on papers/files.
(3) separating content creation from infrastructure so both can go
directly into market without criticizing others.
(4) Promoting talents & filtering out non performers from all branches
in all possible ways
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