Doordarshan's Problems


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Case Details:

Case Code : BSTR012
Case Length : 8 Pages
Period : 1994-2001
Organization : Doordarshan
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Media, Entertainment & Information

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Analysts felt that DD would need a budgetary support of Rs 5 bn during the fiscal 2000-01 to sustain itself as its revenues would not be enough to meet its expenditure. Analysts questioned the capacity of the Government to own DD and many felt that privatization would be the only solution.

DD - Inside Story

DD was launched in 1959 as the National Television Network with a modest 21 community sets, in Delhi. The year 1982 saw the introduction of a regular satellite link between Delhi and different transmitters, which kick started the transmission of the National Programme. In the same year DD switched to colour transmission. So widespread was its influence that it had penetrated into every nook and corner of the country cutting across demographic and geographic barriers. DD had a three-tier programme service - National, Regional and Local. At the national level, programmes were focused on the national culture and included news, current affairs, science, cultural magazines, serials, music, dance, drama and feature films.

At the regional level the programmes were similar to the ones broadcast at National level, the only difference being they were broadcast in the regional language of the different states of India.

In 1984, DD added a second channel (DD 2) to provide an alternative option to the metropolitan population of Delhi, Mumbai, Kolkata and Chennai. DD 2 was targeted at urban viewers, particularly the young viewers. In 1995, DD launched DD-India, the international channel of DD catering to the NRI population.

Service covered SAARC countries,7 Gulf countries, West Asia, Central Asia, North Africa and Europe. In the same year DD entered into an agreement with the Cable News Network (CNN) and launched 24-hour news and current affairs channel-DD-News. In 1999, DD launched separate channel for sports...

Excerpts >>

7] South Asian Association for Regional Co-operation (SAARC) was formed to increase co-operation among the south Asian nations. The member countries are - India, Pakistan, Bangladesh, Sri Lanka, Nepal, Bhutan, and Maldives.

 

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