Doordarshan (DD) is India's public service broadcaster and a division of Prasar Bharati. It was established in 1959 and is the largest broadcasting organization in the world in terms of infrastructure. DD operates several national, regional, and international channels. It has expanded its reach through the launch of new channels over the years, including sports, news, and international channels. However, surveys found that younger viewers prefer private channels over DD due to a lack of entertaining content and ineffective marketing. There are calls for DD to improve programming, marketing, and presentation in order to remain relevant and attract more viewers.

1. DOORDARSHAN (DD)

2. BASIC INFORMATION Founded by - Government of India Owner - Prasar Bharati Key people - Ministry of Information and Broadcasting Former name - All India Radio

3. FEATURES Largest broadcasting organizations in the world (in terms of the infrastructure of studios and transmitters.) Recently, it has also started Digital Terrestrial Transmitters. On September 15 2009, Doordarshan celebrated its 50th anniversary.

4. OTHER SIGNIFICANT MILSTONE ACHIEVED WERE--- Launch of International channel-DD India (14 March 1995) Formation of Prasar Bharati (Broadcasting Corporation of India) (23 November 1997) Launch of sports channel-DD Sports (18 March 1999) Launch of enrichment/cultural channel-DD Bharati (26 January 2002) Launch of 24 hours news channel-DD News (3 November 2002) Launch of free to air Direct-to-Home Service-DD Direct + (16 December 2004)

5. Networks Doordarshan Network in India is divided into 5 zones --- North, South, East, West & North East Zones. Presently more than 90 percent of the Indian population can receive Doordarshan (DD National) programmes through a network of nearly 1400 terrestrial transmitters and about 46 Doordarshan studios produce TV programs today and about more than 75% of India area-wise.

6. Channels Doordarshan has a three-tier programme service - National, Regional and Local. 30 channels: This includes Regional Language Satellite Channels,State Networks, International Channel ,All India Channels National Channel: DD1, DD News, DD Bharati, DD Sports and DD Urdu. Regional Language Satellite Channel: DD North-East, DD Bengali, DD Gujarati, DD Kannada, DD Kashir, Dd Malayalam, Dd Sahyadri, DD Oriya, DD Punjabi, DD Podhigai, and DD Saptagiri. Not only India it also went to International broadcasting:- International channel --- DD INDIA

7. Present Marketing Activities DD starts Golden Anniversary celebrations with Rahman concert named REHMAN UNPLUGGED … Gave the markteing rights to the NFDC and other agencies for two Hindi feature films on DD 1 every week (one on Fridays, another on Saturdays) & two Hindi feature films on Fridays and Saturdays on DD 2. It appointed Vijay Jindal to create a marketing strategy to take on private players. Cont..

8. Present Marketing Activities Doordarshan is finally entering the digital age – (Rs.620 crore for Doordarshan (DD) in the Eleventh Plan ).The Commonwealth Games are expected to be covered in high definition format with higher resolution video by DD for the first time. The channel has invited tenders for outdoor publicity from agencies that have an average annual billing of Rs 500 million during the last three financial years and have a minimum net worth of equal amount & some other terms. It is relaunching some of its old serials.

9. Some facts that we came to know-- Housewives prefer serials while youngsters prefer movies & songs. Most of the BMS students don’t see DD while many of BA students see DD sometimes. Most of the old people said that they don’t want DD to become like other private channels & vice a versa with youngsters

10. SOME IMPORTANT CONCLUSION FROM THE COMMENTS--- DD should become more entertaining & attractive, needs quality improvement , DD is different then pvt. Channels & should remain like that , some said changes are necessary & it should be renewed, some old people said it should bring back classic serials & a guy said Salman should be made DDs brand person…

11. Some Important Points From The telephonic Interview with Ridhi Shah A sales strategy managers’ tasks are to- --check standing of the program & its sales ---calculate costings & see revenues & returns According to her flaws in DD are- Lack of good content, less viewer friendly, very old, lack of effectiveness in marketing WAYS OF PROMOTION—1 print ads, 2 hoardings, 3 radio ,4 internet, 5 activities Cont…

12. Governments lazy approach Great penetration though but still greater potential. Three main areas by which it can improve are – 1. viewer oriented programs 2.aggressive marketing 3.good presentation

14. PROVIDE THE SAME MEDICAL CAPSULE OF INFORMATION IN A MUCH VIEWER FRIENDLY COATING AND PACKAGING.