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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Excerpts Contd...

Tangle of Problems

Analysts felt that many of DD's problems could be attributed to its loss of identity.

Said Kiran Karnik, former CEO, Discovery communications India, "The channel has lost its identity. What is Doordarshan: is it a public broadcaster or a commercial entity?" Initially DD officials felt that the National channel would play the role of public broadcaster and DD Metro would be the commercial channel. Private producers and advertisers pointed out that this attitude increased the confusion. They argued that no other network has got two channels competing against each other. With the launch of Star News Channel (the first independent news channel) in 1998, DD news lost its viewers to Star news. The in depth analysis of news items by Star News caught the imagination of the viewers (Refer Table V for a comparative study of different news channels)...

Fresh Lease of Life

After S.S.Gill was sacked in 1998, Rajeeva Ratna Shah (Shah) was appointed as the new CEO of Prasar Bharti.

Shah started redoing DD1's and DD2's programming and also started weeding out corruption at the network. To weed out corruption Shah stopped commissioning of programmes on DD1 and DD2. He decided to auction programming hours to the private players who produced the programs for the DD and market them. Shah also announced setting up of a board comprising of eminent filmmakers, actors, poets, writers and people from different walks of life to revamp DD. In 2000, government appointed a committee headed by Shunu Sen, CEO, Quadra Advisory, a Strategic Marketing Consultancy, N. R. Narayanmurthy, CEO, Infosys and Kiran Karnik to work out a revival package for DD...

 

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