CASE STUDY ON

Group Presentation
for the course
Principles of
Management.
Group : L2G7

IS DD DEAD?
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BACKGROUND OF INDIAN MEDIA
BROADCASTING INDUSTRY
History
 Humble

beginning in Delhi with Doordarshan
on 15th September 1959

 Regular

daily transmission started in 1965 as
part of All India Radio

 Service

extended to Mumbai and Amritsar in

1972
 Television

Services were separated from
radio in 1976
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 National Telecasts introduced in 1982. 4 . Same year colour T.V.V introduced.V introduced in 1995. Satellite T.  1991 Liberalisation Era brought Cable T.

5 .Major players  Doordarshan  Star TV Network  Zee Entertainment Enterprises Ltd  Sony  SUN Entertainment Television Network TV etc.

6 . 9% Colours. 7% Zee TV. 21% Sony. 4% DD1 National. 23% NDTVImagine.Snapshot of TV Viewings as on 9th Dec 2009 Sahara One. 28% Zee TV Star Plus Sony Colours NDTVImagine DD1 National Sahara One Source:Audience Measurement and Analytics Limited. 9% Star Plus.

org 7 .Segments Source: www.thehoot.

legalserviceindia.com 8 .Government regulations  The Broadcasting Code. adopted by the Fourth Asian Broadcasting Conference in 1962 listing certain cardinal principles to be followed by the electronic media:  To ensure the objective presentation of news and fair and unbiased comment  To promote the advancement of education and culture  To raise and maintain high standards of decency and decorum in all programmes Source: www.

religious tolerance and international understanding  To treat controversial public issues in an impartial and dispassionate manner  To respect human rights and dignity 9 . by variety and content. will inculcate the principles of good citizenship  To promote communal harmony.Government Regulations (Contd)  To provide programmes for the young which.

dance. music. cultural magazines.  National Level: news. Regional and Local.DD-THE GOLDEN ERA  Had an absolute monopoly for three decades from its inception in 1959 till 1992.National. drama and feature films. current affairs. science. serials.  Three-tier programme service . 10 .

 Viewership: 479 mn home sets plus 1. 11 .5 mn on community sets. a 90% reach near the end of 1990s.  Local  Had Level: DD Metro. Regional Level: Similar to National Level but in a regional context.

a Sports Channel DD Sports and two channels Rajya Sabha TV & Lok Sabha TV for live broadcast of parliamentary proceedings. an International channel. 12 . 11 Regional language Satellite Channels (RLSC). o o 21 channels: Two All India channels DD National and DD News. four State Networks (SN).

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DECLINE OF DOORDARSHAN .

advertisers and audience had deserted DD  Low TVR. and Sony had projected 40-50% revenue growth  Private producers.DECLINE  News channels are meant to report news not become the news  In 2000-01. DD's revenues were projected to grow at 6-15%  Private channels such as Zee TV. Star. .

REVENUE  In 1998-99. DD channels revenues from advertisements were to the tune of Rs 4 bn  In 2000-01. TVR lowered further  Few ads. ad revenues go down to 50%  DD asked of Rs 10 mn to broadcast a film. Only in sports breaks . poor TVR of DD.

DD REVENUES REVENUES(Rs bn) GROWTH OVER PREVIOUS YEAR(%) 52.5 6.8 33.99 1998-99 -18.2 4.1 1995-96 5.72 1996-97 3.5 1999-00 2000-01 6 .3 8.1 6.

COMMERCIAL VIABILITY  Private television channels were allowed in 1991  Doordarshan has seen a steep decline in viewership in homes with cable and satellite television .

8 3.2 1992 1993 1994 1995 1996 1999 2000 .NUMBER OF HOUSEHOLDS WITH CABLE TV(IN MILLION) NUMBER OF HOUSEHOLDS WITH CABLE TV(IN MILLION) 30 22 18 15 11.3 1.

 Amitabh Bachchan Corporation Limited (ABCL) was DD's highest debtor with outstanding dues of Rs. . as many as 24 candidates out of the 30 selected for the posts of journalists in DoordarshanNews were politically motivated.330 mn.CONTROVERSIES  In 1998. CBI arrested two DD officials for taking bribes from a serial producer  In 2010.

.  In 2004.  It has been actively used especially during the Emergency for government propaganda. one of the opposition leaders during the Emergency.ALLEGATION OF BIAS  During Operation Blue Star in 1984. it censored the airing of a controversial documentary on Jayaprakash Narayan.  Doordarshan does not have an independent editorial control unlike the BBC. False claims.

SWOT ANALYSIS .

STRENGTHS ➢ Largest in terms of the infrastructure of studios and transmitters ➢ Effective means of national integration and awareness programs ➢ Government broadcasting messages for masses ➢ Special programs for rural areas .

WEAKNESSES ➢ Corruption ➢ Considered a down market channel by upper classes ➢ Machinery ➢ Dull for government propaganda and boring proggrammes .

OPPPORTUNITIES ➢ Can easily buy exclusive rights ➢ Reduce ➢ Revamp prices for advertising presentation style .

THREATS ➢ Private channels serve no obligation to meet the goals of national integration. making them present what viewers like ➢ HD quality is preferred ➢ Rigid format and content filtration .

.CURRENT SCENARIO ➢ Presently operating 35 satellite channels ➢ Vast network of 66 Studios and 1415 transmitters ➢ TV coverage to about 92% population of the country ➢ Free-to-air DTH service.

FUTURE ROAD MAP .

OBJECTIVES ➢ Fully digital DD network ➢ Provision of HDTV telecasts ➢ Strengthening ➢ Global of DTH service coverage ➢ Optimum facilities utilisation of infrastructural .

ACTIONS ➢ Vacant posts in all caders to be filled ➢ Requisite posts for new DD stations to be sanctioned and staff recruited ➢ Provision for new analogue transmitters (HPTs/LPTs) in border areas ➢ Further expand the capacity to 250 channels .

Thank You! 31 .