DD set for major makeover

Jan 21, 2011 - Nitin Mahajan |

Age Correspondent

New Delhi

Doordarshan is set for a major image makeover as the government has cleared a proposal of `142 crores for commissioning new programmes and content for the national broadcaster. The plan is to create fresh and good quality content with the purpose of increasing viewership and popularity DD programmes.

Official sources stated that the proposal seeks approval for new programmes for telecasting through 35 channels of Doordarshan. The production will be for seven India channels, one international channel, 11 regional channels, 15 state networks and one HDTV channel. “The EFC of the government has cleared a proposal of `142 crores, which will be spent over the next three years for development of quality programmes for the national broadcaster,” sources stated.
Sources added that the step comes as a major boost for the information and broadcasting ministry which has been trying to put the national broadcaster as a priority area for the ministry. Under the leadership of Union I&B minister Ambika Soni, the vision of being a public broadcaster has also come in for a drastic change as it attempts to create quality programming. “The emphasis has been to reorient the image as far as content creation and profile of Doordarshan is concerned. The aim is to provide quality content and information to the viewer,” sources added.
Sources stated that an estimated revenue of `40 crores is expected from the programmes produced under the scheme.

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