Doordarshan is the public television broadcaster of India and a division of Prasar Bharati, a public service broadcaster nominated by the

Government of India. It is one of the largest broadcasting organizations in the world in terms of the infrastructure of studios and transmitters. Recently it has also started Digital Terrestrial Transmitters.

BEGINNING ______________________________________

Doordarshan had a modest beginning with the experimental telecast starting in Delhi in September 1959 with a small transmitter and a makeshift studio. The regular daily transmission started in 1965 as a part of All India Radio. The television service was extended to Mumbai (then Bombay) and Amritsar in 1972. Till 1975, seven Indian cities had television service and Doordarshan remained the only television channel in India. Television services were separated from radio in 1976. Each office of All India Radio and Doordarshan were placed under the management of two separate Director Generals in New Delhi. Finally Doordarshan as a National Broadcaster came into existence. GOING NATIONAL ________________________________ Doordarshan headquarters, Parliament Street, New DelhiNational programme was introduced in 1982. In the same year, colour TV was introduced in the Indian market with the live telecast of the Independence Day speech by then prime minister Indira Gandhi on 15 August 1982, followed by the 1982 Asian Games being held in Delhi. The 80s was the era of Doordarshan with soaps like Hum Log (1984), Buniyaad (1986-87) and comedy shows like Yeh Jo Hai Zindagi (1984). The first ever daily soap Hum Log and mythological dramas like Ramayan (1987-88) and Mahabharat (1989-90) glued millions to Doordarshan. Other popular programs included Hindi film songs based programs like Chitrahaar and Rangoli and crime thrillers like Karamchand (starring Pankaj Kapoor), Byomkesh Bakshi (starring Rajit kapur) and Janki Jasoos. Some children based shows includeFairy tale Theatre,Dada Dadi ki Kahaniyan,Vikram Betaal.Also a horror serialKile ka Rahasya(1989). Doordarshan was also regularly watched by children for English cartoons like Spider-Man (1967 TV series) and He-Man. Now more than 90 percent of the Indian population can receive Doordarshan (DD National) programmes through a network of nearly 1400 terrestrial transmitters and about 46 Doordarshan studios produce TV programs today.

INTERNATIONAL BROADCASTING

DD-India is being broadcasted internationally through Satellite. It is available in 146 countries worldwide, however the information on picking up this channel in other countries is not easily available. In the UK, DD-India was available through the Eurobird Satellite on the Sky system on Channel 833 (the logo is shown as Rayat TV). The timing and programming of DD-India international is different from that of India. Transmissions for UK stopped in the July 2008.

It was back to the Doordarshan days recently, when with mandatory cable TV digitisation in the metro cities from November 1, over one lakh households fell short of set top boxes. With no other option available, the viewers were reduced to watching evening news on Doordarshans two channels -- Doordarshan National and DD News. Whoever wrote Doordarshan the national channel for India off, needs to think again. For, it does all from films and debates to bringing in education for all. Quality, thats been missing for some time now, is slowly picking up as programming indicates. In fact, it has come a long way from being the sole avenue of entertainment to a bouquet of channels that give our daily dose of news, views, entertainment, and information. Today, its not just about its reach, its also about Doordarshan enjoying 92 per cent coverage of the country through its terrestrial network with a viewership of about 2.5 crore people. On the other hand, DD as Times of India reports its not just TV channels, the government is also keen on having a presence in print and radio. There is urgency to the move in view of elections in 2014 when the government having its own media would be undoubtedly helpful. According to the newspaper, while the Punjab government sought permission for its own TV channel, the Gujarat government and HRD ministry sought I&B ministrys nod to set up educational channels on their own DTH platforms. For those above the age of 30, we all suffer a sense of nostalgia, when it comes to Doordarshan or DD as it has popularly been known. Many of us would still remember DD as the sole avenue apart from the cinema, theatres, fairs and melas where visual amusement actually happened. Thereafter came the VCR, the CDs, the many special channels that focussed on entertainment and DD was no more appealing. It got a silent burial. For long, no one would talk about it and those who would, would primarily speak of the colossal losses that Prasar Bharati the autonomous public broadcaster comprising Doordarshan and All India Radio accumulated in the past few years. According to an estimate, the public broadcaster has been running into losses for years and it has now attained alarming proportion. The Rajya Sabha was told in August that Prasar Bharatis accumulated losses since 2009 were Rs 4,224.55 crore.

To Group of Ministers which looks into its functioning, including the financial, employee and administrative issues of the public broadcaster, recommended that the government should extend financial assistance it from non-plan funds to meet its salary-related expenses from 2011-12 to 2015-16. Be that as it may, changing trends are visible with Doordarshan. Though DD News is perceived to be quite stoic and pro-establishment, it being owned by the government, it has in the recent past stepped in with news that may have been given a complete go-by earlier. To exemplify, admittedly the Lokpal Bill or Anna Hazare featured in the DD News ticker, although it did not carry full-blown debates like other private news channels did. One can see that the national news channel does not want to go the BBC way but at the same time, it tries to be neutral, providing news as information, sans comments or opinions. As Shikha Nehra says in her blog, theviewspaper.net, while the so called 24x7 news channels are in a race to win maximum TRPs, and are busy out-doing one another, DD News seems to be unaffected with the competition. Over, the years, where private news channels have turned every stone to please the audience, DD News appears to be least bothered about it if anyone is watching them. Another thing that has stood by Doordarshans news presentation is its ability to steer clear of the hysteria and sensationalisation that private channels are often guilty of. With news and debate presentations clearly heading for an improvement, with efforts being made to improve presentation, better programming and cameramanship, and making overall appearance brighter, peppier and alive. In order to make things better for Prasar Bharati, its CEO Jawhar Sircar said in November that a revamp programme of Rs 500 crore have been undertaken by the national broadcasting network. He had also said then that unless the entire process of broadcasting and telecasting news and other programmes through the government media was democratised further, it would be very difficult to remain competitive in the present environment of globalisation. But there are problems. For one, Doordarshan has less than 10 per cent share of the Rs 15,000 crore earned by broadcasters in India annually and this is in spite of reaching 92 per cent or 150 million homes across the country. Further, the broadcasting network is seen only good for products targeting the rural market in the country, thus narrowing its scope among media planners and advertisers. Added to this, there is a fundamental problem of Doordarshans positioning being as Business Standard says unclear and contradictory. The business newspaper quoting a CEO of a TV channel: Nearly 70 per cent of their programme is cinema or entertainment, based on which they are competing directly with private channels that do it much better. That should not be the focus of a public broadcaster. Their biggest problem is what they want to become. Another problem that the public broadcasting network faces it that it has nearly stopped advertising.

Despite these shortfalls, DD aficionados will agree that there is still something distinctly different about the good ol Doordarshan. Though it lacks the showiness of channels that we see today, it has an ethereal quality of, sans the glamour, which can be equalled by none. Although it does not speak of much technological inputs at least that's what it seems on air, no matter whats their behind the lens Doordarshans more than half a century old and, I think, still going strong. For, although what the private channels get us are slicker and neater, the common man that is the grassroots of the country continue to have a place for DD in his heart. Agreed that its no more the 80s, when the era of entertaining serials and offbeat soaps was ushered into India, DDs local connect, simplicity and themes continue to endear the masses. This was exhibited recently with the telecast of the telecast of Satyamev Jayate. Although the programme was aired as per a revenue-sharing deal with Star TV, it looked grand and very fitting for Doordarshan. Same goes with the Coke experiment of a Coke Studio which earned DD Rs 14 crore. And to build on these facets, Doordarshan needs to go along what experts recommend it to the broadcaster has to initiate greater measures to involve the public, back itself with market research, enhance the quality of programming, yet ensure that it caters also to urban India, and be creative and innovative about it.

Development Communication Division A MODEL TO FUND PUBLIC SERVICE BROADCASTING

Doordarshan set up in 2001 a Development Communication Division (DCD) to discharge its social responsibility of highlighting development-oriented issues and to cater to the communication needs of government departments and public sector undertakings. The concept was born out of a need to generate revenue by securing funds from government partners including ministries, departments and public sector undertakings. The unique revenue generation scheme envisaged flow of earnings by selling airtime at competitive rates. Development Communication Division provides as a single window facility for marketing of Doordarshan airtime and production capability, consultancy and customized media planning, production of programmes in countrywide stations in regional languages, and feedback and research surveys to the clients.

Evergrowing expanse of satellite channels do pose a challenge to market Doordarshan channels, which are not favored by cable operators who provide connectivity in the homes of decision makers. Yet, proactive approach, cando attitude and efficient client servicing provided by the Development Communication Division on behalf of Doordarshan is a welcome change for government clients. Nevertheless, various steps were taken to achieve desired results: Direct dealing between the client and Doordarshan (DCD) doing away with the marketing agents A special rate card, reviewed and revised periodically High volumes of bonus airtime spread across different linguistic zones Transparent systems and rates Launching of campaigns at the shortest notice in far flung areas Coverage of clients events across the country at the shortest notice And

Single window facility of a marketing outfit and creative production house Development Communication Division functions as a creative production house with production studios spread across the country. Doordarshans strength of multi - lingual production capability provides a good marketing tool but the image did not inspire the clients. New initiatives of research-based and impact-oriented programming with careful choice of interactive formats for simultaneous productions in local languages and dialects in country wide stations helped make a beginning. But management of such operations is a big challenge.

Production of software in the shortest possible time, and as per the clients needs is a new phenomenon for Doordarshan. It has been tedious since the system required major shift in attitudes and practices in the organization. Until 2001, small amounts received from government departments were used to commission private producers on behalf of the clients. Development Communication Division revived inhouse production of all such campaigns using available manpower and resources. All productions and primary telecasts are fully paid by the clients and Doordarshan, as a Public Service Broadcaster, contributes in terms of bonus airtime. Amount of bonus ranges from 60% to 250% depending on the amount of funds a department is spending on Doordarshan in one financial year. High volumes of bonus are spread in central and regional channels, rendering happening look to the channels while the clients get much wider audience for their campaigns, critical for creating awareness on development issues. Thus, Development Communication Division has succeeded in widening the client base who have reposed and retained confidence in Doordarshan capability. All projects are launched and completed in time with information and feedback to the clients, unlike in the past. While increasing quantity, DCD has also sustained quality of programming leading to unprecedented revenue growth from government clients contributing up to 24% of Doordarshans total revenue. Development Communication Division has recorded 825%increase in revenue within five years of existence. REVIVAL OF IN HOUSE PRODUCTIONS In-house production, since no more associated with the glory of past, has been neglected for long in terms of facilities, procedures and human resource development. Making such a system accountable to a funding agency for efficiency and quality is not a simple task. It requires nudging, orientation and sensitization at all levels in all disciplines of the organization namely programme, engineering, administration, finance and research. Execution of a project means identification of dedicated teams across the country. Since Prasar Bharati has frozen recruitment for the last 15 years, there is overall shortage of personnel required for productions. However, selected teams are given orientation on government policies and programmes with policy makers, and technical know-how with subject specialists in national workshops where initiation into networking with service providers at national, state, district and village levels also takes place. Creative workshops then follow where publicity plan is also drawn. Regular quality audit, budgeting of the project and distribution of funds, impact evaluation studies and client servicing are the other jobs Development Communication Division handles. Upgradation of technical facilities through engineering wing in the headquarters and in the field, streamlining of production procedures and upgradation of creative skills of producers remain add-on jobs. During the last five years, Development Communication Division has organized and conducted more than 50 orientation/training workshops with policy makers, centre and state officials, in-house workshops for procedures and systems involving programme and engineering heads of stations

and creative training programs for programme producers, and technical directors as well as researchers. Challenges come up at each level at every step: in the area of collaboration with the client, networking, addressing credibility of media linked to service delivery where gaps are identified during the campaign. Intra organizational issues like keeping the teams intact at stations in a transferable service, coordination among different disciplines, rigid practices and inadequate understanding of media operations by support services are faced continually. While the content is developed keeping area specific needs in mind, maintaining synergy and authenticity in such area specific productions, produced locally in far flung areas is yet another challenge. One major obstacle of inadequate funds for programme production in Prasar Bharati has been removed through this route of funding of productions, as the programme production has turned into a revenue generating activity. Funds have been made available to spend on certain production attributes like special sets and title tracks (composed by Bollywood artists), animated graphics and to associate local and national celebrities including film personalities for special messages and presentations. Higher field based content, better presentation and some innovations have helped retain the clients year after year who until 2001 were commissioning private producers for such productions meant for telecast on Doordarshan and elsewhere. The results, have been rewarding not only for the number of projects undertaken and completed or for sustaining the quantity along with the quality of productions but for having been able to achieve the higher goal of social communication for creating impact among the target audiences.

RURAL DEVLOPMENT CAMPAIGN The Development Communication Division made a promising start with a bi media, radio and television campaign for the Ministry of Rural Development (MoRD). The rural development campaign was on a large scale. It was conceptualized with the objective of optimum utilization of resources in Prasar Bharati (programme, engineering and research) while building on the strengths of the network in terms of reach and access to rural audiences. The Division took on this huge challenge to rediscover the role of the Public Service Broadcaster and tap creative in - house potential. Capacity building workshops were organized at the national, regional and State level. Nearly 2500 persons were oriented and trained to use electronic media along with the officers of MoRD and concerned State governments. Following these workshops, weekly coordination meetings of Directors of AIR and DD were organized to share experiences and benefit from each others strengths. Success stories worth recording, weekly pre testing schedule, bi media publicity plans were some of the major issues discussed during these meetings.

The prime objective of the rural development campaign was to create awareness among the target audience. It focused on creating awareness about various schemes of the ministry in areas as housing, roads, drinking water and sanitation. As many as 150 stations of All India Radio and 32 Kendras of Doordarshan were involved in producing and broadcasting content to create awareness about a dozen schemes of the ministry that targeted 6,00,000 villages through programmes in 29 languages and dialects. The effort resulted in production of 1008 programmes. Doordarshan also experimented with the production of public service advertisements. Exchange of success stories across various linguistic regions and cultural zones contributed to the success of this campaign. It also encouraged viewers to follow practices for preserving natural resources. The Audience Research survey indicated awareness generation among 69.4% of the target audience on the rural development schemes of the ministry following the campaign. Among many formats used, a tele drama on rural development by the Jaipur Doordarshan Kendra fetched Doordarshan the Annual Award for the best serial in 2002. A 15 minute programme on rural development has been on air since then from 22 stations of Doordarshan. ADDRESSING HIV/AIDS DOORDARSHAN - BBC NACO PARTNERSHIP Development Communication Division entered into partnership with the British Broadcasting Corporation World Service Trust (BBCWST) and the National AIDS Control Organization (NACO) in 2001. The collaboration aimed at promoting social development through the effective use of media. To begin with a campaign on HIV/AIDS was launched in Delhi, Rajasthan and Uttar Pradesh. The campaign was first telecast in June 2002 and included public service advertisement (spots), production and telecast of a detective drama serial Jasoos Vijay and a Youth television show Haath Se Hath Milaa. Development Communication Division took the initiative to bring Jasoos Vijay to the National channel on prime time slot. This marked the commercial success of Jasoos Vijay. The division introduced regional language versions of Jasoos Vijay to reach every nook and corner of the country. Currently in its third phase, the programme is dubbed in seven languages. GLOBAL MEDIA AIDS INITIATIVE The DCD also enjoys the distinction of being a partner in the Global Media AIDS Initiative (GMAI) launched by the UN Secretary General Kofi Anaan in January 2004. It was also actively involved in the National Summit on HIV/AIDS chaired by the Prime Minister of India. Internationally acclaimed cinestar Richard Gere attended the Summit as a special invitee. In his presentation, the Prasar Bharati, CEO highlighted the achievements of Kalyani and Jasoos Vijay. Appreciating Doordarshans initiatives, the Union Minister of Information, Broadcasting and Culture said, other media should emulate Doordarshan in HIV/AIDS

communication. While collaborating with GMAI, DCD also partnered with the Heroes project. A short documentary on Ricky, a Person Living with HIV/AIDS was produced in Shillong, Guwahati and telecast in Kalyani from Assam. The documentary was also dubbed in other languages. Development Communication Division has been a partner with UNICEF, Kaiser Family Foundation, Asian Institute of Broadcast Development, Ford Foundation and European Union. These partnerships continue to focus on capacity building and exchange of best practices undertaken by organizations to fight against HIV/AIDS. KALYANI The Development Communication Division launched Kalyani on behalf of the Ministry of Health and Family Welfare in May 2002. It was initially launched for one year as a weekly programme on the eve of World No Tobacco Day, in Assam, Bihar, Chhattisgarh, Jharkhand, Madhya Pradesh, Orissa, Rajasthan and Uttar Pradesh to create awareness on malaria, HIV/AIDS, cancer, tuberculosis, Iodine deficiency, tobacco related and water borne diseases. In the subsequent years, other issues such as leprosy, blindness control and food safety were added. Highly interactive, innovative formats, unique presentation style, integrated approach and pioneering initiative of setting up kalyani health clubs proved the efficacy of the campaign in no time. It paved the way for another weekly programme, Kalyani II on reproductive child health in October 2002. Kalyani II marked the addition of the hill State of Uttranchal to eight other Kalyani receiving states. Presently, Kalyani is telecast four times a week with two repeats from 21 stations of Doordarshan in three languages and six dialects. The response to Kalyani has been overwhelming as is evident from its impact on the target audience across nine most backward and densely populated States. Kalyani is now running successfully in its fifth year. COLLABORATION WITH MTV Development Communication Division also collaborated with MTV, the music channel for World AIDS Day Summit. This was an exciting collaboration as it offered a meeting ground for two channels with diametrically opposite characteristic, one known for its sobriety and other for plain fun and entertainment. The collaboration also witnessed repackaging and adaptation of software and locations. Continuing its efforts to promote health literacy, the Division has been producing programmes for campaigns on Pulse Polio and blood donation. Besides interactive programmes on World AIDS Day were telecast in 21 states. The high visibility, wide reach and multi lingual base assured by the powerful media platform of Doordarshan has attracted the attention of several Central ministries and departments.

CASCADING QUALITY GOVERNANCE Another partnership that deserves a mention was in 2001 was with the Department of Administrative Reforms and Public Grievances, Union Ministry of Personnel, Public Grievances and Pensions for the production and telecast of a series of documentaries on best practices in e-governance in India. It was titled Cascading quality governance. The campaign was aired in 2003 and included 12 documentaries. These documentaries were telecast on DD National and in 12 States in an equal number of languages through Doordarshan Kendras. The kendras that documented these documentaries were Bangalore, Guwahati, Mumbai, Kolkatta, Bhubaneshwar, Srinagar, Thiruvanthapuram, Jalandhar, Ahmedabad, Chennai, and Hyderabad. ISSUES OF INSURANCE On behalf of Insurance Regulatory Development Authority, DCD launched a campaign to create awareness among people about benefits of insurance. The campaign was telecast by 10 kendras in 10 States in an equal number of languages and dialects. PAISA HAMARA FAISLA HAMARA The Department of Company Affairs, Ministry of Finance commissioned DCD for a campaign called Paisa hamara faisla hamara on investor awareness and education. Paisa Hamara Faisla Hamara was an interactive phone - in programme with investors at one end and experts at the other. The programme was designed for addressing grievances of the investors. The programme focused on themes such as safe investments, companies where investments should be avoided, difficulties faced by the investors, agencies for redressal of grievances and rights of investors. It was telecast across six Kendras in Ahmedabad, Chennai, Hyderabad, Kolkatta, Lucknow and Mumbai.

JAAGO GRAHAK JAAGO ( Wake up Consumers) DCD also initiated a multi - media campaign for the Department of Consumer Affairs to generate awareness on consumer rights. The campaign features the popular programme Jago Grahak Jago which has done great public service. The programme has apprised consumers of the tricks used by mischievous persons, traders, businessmen and service providers to cheat them. The campaign also informs consumers about product safety, product defects, food adulteration, and environmental hazards. This programme has been on air since May 2005. In addition, several public service advertisements on consumer rights are telecast from eight Kendras in eight States in an equal number of languages and dialects.

OTHER CAMPAIGNS The other meaningful campaigns being handled by the Development Communication Division are for the Department of Birth and Death under the Ministry of Home Affairs. The campaign is aimed at generating awareness on the importance of Birth and Death registration. Under the campaign, a series of programmes were produced and telecast from four kendras in four states. Twenty one Kendras were linked to provide inputs for yet another series of Jan Kerosene Yojana. The Division has also been entrusted with campaigns for the departments of ranging from Elementary and adult education (Ministry of HRD), science and Technology, women empowerment, trafficking, tribal affairs, petroleum conservation, water conservation, environment and forest, productivity council and income tax. Campaigns From five partners and nine campaigns in the year 2001-2002, the Development Communication division has come a long way with 61 campaigns in the year 2005 2006. This seven-fold increase in just five years is noteworthy. The government campaigns by the division during this period have contributed to 850% growth in revenue. Achievements The programmes produced by DCD have brought Doordarshan national and international acclaim through Gates Malaria Partnership, Commonwealth Broadcasting Association (CBA) Awards (2004), nomination for the prestigious Rose dOr Award, 2005 (HIV/AIDS), 31st RAPA (Radio and Television Practitioners and Advertisers Association Award), 2005. All these honors have been conferred on DCD for Kalyani. Other awards for the programmes of Development Communication Division include the Commonwealth Broadcasting Association Awards, 2003 (HIV/AIDS; Haath se Haath Mila), Indian Telly Awards, 2004 (Best public service spots, HIV/AIDS), Indian Telly Awards, 2003 for Best thriller (Jasoos Vijay, HIV/AIDS), Doordarshan Annual Awards for best spot of the year, 2002 (Anti tobacco) and best serial of the year, 2002 (Rural Development). DCDs potential was recognized within two years of its inception by the then Information and Broadcasting Minister. Replying to a question in Lok Sabha in April 2003, the then I & B Minister said that the campaign by DCD has resulted in qualitative and quantitative improvement of in house productions using Doordarshans creative talent and infrastructure. In the process of strengthening in - house production capabilities, the division also assumed responsibilities for upgrading skills of creative teams and improving coordination among various wings as programming, engineering, administration and research at the headquarters and in the field. Fifty such training workshops have been designed and conducted by the division, some with BBC trainers, and at the Film and Television Institute of India, Pune.

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