1) Prasar Bharati, India's public broadcaster, signed a Memorandum of Understanding with Deutsche Welle, Germany's public international broadcaster, to distribute their television channels internationally. 2) Under the agreement, Doordarshan's international channel 'India Channel' will be available free-to-air on the Hotbird satellite, reaching over 120 million homes in Europe, Asia, North Africa and Australia. Deutsche Welle TV will also be distributed free on DD FreeDish in India. 3) The goal of the partnership is to provide a platform for India to showcase its soft power and culture to global audiences, and to promote balanced and diverse reporting about India internationally.

1. MoU between Prasar Bharati &
Deutsche Welle....
What will be the impact ??
ARIJIT DAS M.Phil ( 1st sem, DMCJ),
ACADEMIC ASSISTANT, IIMC

2. DEUTSCHE WELLE (DW)
Founded in 3rd May 1953
Broadcasts news and information on shortwave, Internet and satellite radio in 30
languages (DW Radio)
It has a satellite television service (DW TV), which is available in four languages, an
online news site, as well as its own center for international media development,
DW Akademie.DW TV began as RIAS-TV, a television station launched by the West
Berlin broadcaster RIAS (Radio in the American Sector) in August 1988.
The fall of the Berlin Wall the following year and German reunification in 1990
meant that RIAS-TV was to be closed down.
On 1 April 1992 Deutsche Welle inherited the RIAS-TV broadcast facilities, using
them to start a German- and English-language television channel broadcast via
satellite, DW (TV), adding a short Spanish broadcast segment the following year. In
1995 it began 24-hour operation (12 hours German, 10 hours English, two hours
Spanish). At that time DW TV introduced a new news studio and a new logo.

3. India's largest public broadcaster
Autonomous body set up by an act of Parliament, comprises DD TV & Akashvani (AIR)
Prasar Bharati Act provides for establishment of a Broadcasting Corporation, to be known as Prasar
Bharati, to define its composition, functions and powers.
The Act grants autonomy to All India Radio and Doordarshan, which were previously under government
control. The Act received assent of President of India on September 12, 1990 after being unanimously
passed by Parliament. It was finally implemented in November 1997.
AIR(since 1956) is the national public broadcaster of India. When India became independent in 1947,
the AIR network had only six stations (in Delhi, Bombay, Calcutta, Chennai, Lucknow, and
Tiruchirappalli); the total number of radio sets at that time was about 275,000. Now, number of
broadcasting centres are 413 and number of transmitters are 584.
Doordarshan, the national television service of India, is devoted to public service broadcasting. It is one
of the largest terrestrial networks in the world. Its network of 1400 terrestrial transmitters cover more
than 90.7% of India's population.
Doordarshan is an Indian public service broadcaster, a division of Prasar Bharati. It is one of the largest
broadcasting organisations in India in terms of the studio and transmitter infrastructure.
Doordarshan had a modest beginning with an experimental telecast starting in Delhi on 15 September
1959, with a small transmitter and a make shift studio.
DD India is broadcasted internationally via satellite. It is available in 146 countries worldwide.In the UK,
DD-India was available through the Eurobird Satellite on the Sky system on Channel 833.Transmissions
via Sky Digital (UK & Ireland) ceased in June 2008 and those via DirecTV in the United States in July
2008.
PRASAR BHARATI (PB)

4. Memorandum of Understanding signed between PB & DW
On 5th August 2014 a MoU was signed between PB & DW which will facilitate the availability of
Doordarshan programmes on a 'FREE TO AIR' package.
Guests present during this historical moment were Ms Dorothy Ullriche, Ms Vijay Laxmi
Chaabra, Andreas Lang, Syed Akbaruddin, Jawhar Sircar, Ravindra Singh.
The DD international channel is named as 'INDIA CHANNEL' will be available on the DTH
platform of Hotbird-13B satellite and reciprocal distribution of DW-TV will be on DD Freedish(DD
Direct Plus is Free Satellite Direct to Home).
Hotbird-13B is an extremely popular French communication satellite operated by EUTELSAT
covers 120 million homes in Europe, North Africa & Middle East.Under its belt there are 1543 TV
channels of which 1117 are free to air.
DD will be offered in the basic package of DTH service i.e. no subscription or any payment is
required to view that channel for any individual.
Earlier DD failed to make to distribute at international level due to policies and prices.After 10
months of negotiation this was finalised.
At first it was decided to inaugurate the channel on 15th August , 2014 but only because of
failure to prepare appropriate content it got delayed. Now the date will be either of the two i.e.
15th September or 2nd October (based on national importance).
This agreement will allow the coverage of DD throughout Europe, Asia, North Africa and
Australia.

5. Global reach
Doordarshan is set to reach 120 mn homes abroad.
It will be given full access to the middle eastern GCC countries where Indians work and reside in
large numbers.
Five broad areas where it will reach are Central Asia, Middle East, East Europe,
West Europe and North Africa.
Target groups are: NRIs , Foreign nationals who are keen on learning about India.

6. BUDGET
This agreement is a great global reach for DD at a minimal cost.
Prasar Bharati has paid 90 Lakhs of rupees to DW under this agreement.
DD will currently spend 2-3 crore of rupees per year for the production of
programes , which needs to go up because while comparing it to other countries
it's too low.
(All figures are in rupees)
Japan (NHK World) -912 crore Germany (DW)- 2213 cr.
China(CCTV)- 1824 cr. Russia(Russia TV)- 2432 cr.
France(France 24)- 1520 cr. Qatar( Al Jazeera)- 2128 cr.

7. OBJECTIVES AND CONTENT
'INDIA CHANNEL' targets at showcasing India's softpower to the world.
The content will be created based on the consultation with various veteran personalities and
the taste of the target audience.
Objectives are to look at a basic reach with OCI(overseas citizens of India), embassies etc. and
to get onto India-centric social media platforms.
Content will be a mix of current affairs and discussions. An inter-ministerial committee will be
formed for programming which includes Foreign Affairs Ministry, Tourism Ministry, Cultural
Ministry and others.
The programmes will primarily target different cultures keeping in mind different language
like Turki, Persian, Arabic, French etc. English will be the lingua franca.
The channel has different sources in order to source the content such as archives(
monuments of India, Dances of India), legendary cinemas, documentaries.
Jawhar Sircar, CEO PB has said " We want to become the true voice of India in overseas by
balanced reporting".
Another objective is to break stereotypes and to touch different advancements and issues of
India

8. IMPACT : BENEFICIAL
Highlighting India's softpower.
Eradication of Imbalance in news flow, i.e. upliftment of asian and South
world's media and India leading from the front.
Agenda-setting theory.
Noam Chomsky's model.
Antonio Gramsci's model.
Upliftment against Dominant Paradigm.
Strengthening the unity of developing countries.
Curtail Media Imperialism.

9. IMPACT: HARMFUL
Propaganda
There are 3 types of Propaganda. Black (lies) , White (truths),
Grey ( combination of the two).
Authoritarian society

10. "IF YOU WANT TO CHANGE THE RULES, 1ST FOLLOW THE RULES. REACH THE TOP AND THEN
CHANGE THE RULES." - ADOLF HITLER.
HOPE THE MEDIA OF THE DEVELOPING NATIONS WILL PROSPER.
THANK YOU....