DD bid to go global, invites tender to study market
India’s national broadcaster Doordarshan is attempting to increase its reach and gauge its impact in the international market. Prasar Bharati is attempting to assess the reach and impact of DD India channel in various regions of the world. Prasar Bharati has floated a global tender to conduct a reach and impact survey of the DD channel in eight countries of the world.
Official sources stated that the global tender is for the selection of a company to conduct a survey in the countries where non-resident Indians and persons of Indian origin are significant in number.
“The survey is expected to help Prasar Bharati in devising policies that will help it to expand the reach of the national broadcaster,” sources added.
The survey is also expected to help Doordarshan in getting the pulse of programming needs of the NRI and PIO market in these countries. “This will help the broadcaster in ensuring that required quality and content of programming is delivered to the international market,” sources added.
Sources stated that such studies also help the information and broadcasting ministry in providing for adequate financial aid for the public broadcaster.
This is not the first attempt by the public broadcaster and the Union I&B to survey the requirements of the market. Sources stated that a few surveys have been conducted in the recent past to gauge the general viewership pattern, impact of electronic media on women and family and evaluation of awareness about and impact of government flagship programmes. The findings and recommendations of these surveys are being utilised by Doordarshan for marketing, commercial purposes besides improvement of programmes produced for its various channels.
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