Electronic Journalism

Lesson 09 : Expansion of TV Network

Proliferation of International Channels

Audience Research

The Audience Research Units (ARU) of both Doordarshan and AIR kendras regularly analyze viewer feedback to determine programme quality, viewer interests 2nd popularity.

From August 2002 field surveys are conducted to assess the extent of Doordarshan viewership in relation to private 'IV Channels, Programme ratings are provided to advertisers and producers of programmes regularly.

Prasar Bharati has an agreement with R.M.Media rksearch Private Limited for supply of viewership data from 27 cities (or 15 markets) and their viewership data are used \0 rate different programmes for the benefit of programme managers and advertisers.

Prasar Bharati being an autonomous body is expected to generate sizeable revenue for its expenses even while serving the population in the capacity of a public service broadcaster. It has created a Business Cell which is responsible for marketing the production and marketing capabilities of Prasar Bharati, in serving the media needs of various government ministries and departments. From March 200I, the Cell has undertaken a national campaign 10 highlight the schemes of the Ministry of Rural development. The Ministry's programmes are broadcast in 6 lakhs Villages of about 560 districts in 29 languages/dialects.

About 2000 Prasar Bharati personnel from 150 AIR stations and 32 Doordarshan Kendras are spreading 750 programmes and 325 public service announcements (spots). In collaboration with the Ministry of Health and Family Welfare and the BBC the Cell is organizing a media campaign against AIDS.

DD is very much in competition with STAR (Satellite, Television Asia Range), an affiliate of the Rupert Murdoch Media Empire and also With CNBC. BBC Cable News Network, TNT (Turner Network Television), music Television (MTV) Discovery Channel etc., especially in the metropolitan cities where the anglicised Indians look forward to foreign channels. DO tries to win some of this sophisticated class through certain English programmes and certain other English programmes dubbed into Hindi. Some information ­based programmes quizzes, IT-based programmes, UGC programmes. etc., are also presented in English.