The public broadcaster in India Doordarshan will have a new content sourcing policy as it seeks to push up viewership for the channel. There has been a ministerial decision announcing that Doordarshan will open up primetime slots for sale to source content from producers.
This is what came out of the self-finance commissioning (SFC) strategy not paying enough dividends. “The strategy of acquiring programmes through commissioning/SFC route had led to a dip in viewership of DD National and consequently decreasing revenue. Therefore, the option of sale of time slot/time bands on DD National as a strategy to source high-quality content at no cost has been considered” announced Minister of State in the Ministry of Information & Broadcasting (MIB) Rajyavardhan Singh Rathore.
To proceed on the SFC Scheme, the flop of the previous strategy and the plans on the new strategy, he said: “The SFC scheme was launched in 2005 and it worked well for DD in the initial years. However, in recent years SFC serials did not deliver either on increasing viewership or on revenue. This prompted Prasar Bharati board to advise DD to proceed with an alternative policy by opening up primetime slots for sale”.
This DD strategy is to mount their programmes on DD channels through slot purchase. DD will stop financing production through ‘pay-out’ modes. There will thus be more investment in high standard content.
For now, Doordarshan, is improving on its programming gradually. “The Prasar Bharati board has also decided to invite good external programmes to be telecast on all its channels in different phases” revealed Minister Rathore.
No comments:
Post a Comment