The document discusses DD National re-running popular classic shows from the past like Ramayan, Mahabharat, and Byomkesh Bakshi to boost viewership and ratings during the COVID-19 lockdown. This led to a sharp rise in viewership for the channel. Advertisement slots during these shows are now being sold at much higher rates than before, with a 10-second ad for Ramayan selling for Rs. 65,000, compared to Rs. 10,000-15,000 previously. Unlike most brands that lowered ad spending, Amul increased its ad spending from 1% to 2% of revenue after the lockdown, buying many slots during Ramayan and Mahabharat and re-re