In an attempt to expand its base within the rural pockets of the country, especially in southern and eastern India, public broadcaster Doordarshan will soon start reserving slots for non-Hindi, private regional channels on the DD Free Dish -- its direct-to-home (DTH) platform.
According to Prasar Bharati sources, a policy is being framed to facilitate the move that will be ready in the next few weeks. "The move will help us reach the rural population in different parts of the country, especially in the eastern and southern parts of the country where people usually prefer private, regional channels," an official said. The decision follows successful e-auctions of slots on its direct-to-home (DTH) platform, which has turned out to be a good source of revenue for the cash-strapped DD.
So, reserving certain slots for private, regional channels on its DTH platform will be a win-win situation for DD, as DD would be able to expand itself in the eastern and southern parts of the country, riding on the popularity of other popular regional channels commonly watched by the masses in those regions. Data collected from DD shows DD Free Dish has an estimated 18–20 million subscribers. Last year, DD earned Rs115 crore by e-auctioning vacant slots on its Free Dish. "This year, we hope to earn Rs140 crore through the process," additional director general CK Jain said, adding that in the next few months, DD may reach a the delayed target of having 112 channels on its platform, of which 64 are reserved channels and 48 are those which are being auctioned. Slots reserved for private, non-Hindi regional channels for viewers from southern and eastern India would be about five, sources said.
DD plans to strengthen grip on south, east India audience; to reserve slots for regional channels on its DTH platform | Latest News & Updates at Daily News & Analysis
According to Prasar Bharati sources, a policy is being framed to facilitate the move that will be ready in the next few weeks. "The move will help us reach the rural population in different parts of the country, especially in the eastern and southern parts of the country where people usually prefer private, regional channels," an official said. The decision follows successful e-auctions of slots on its direct-to-home (DTH) platform, which has turned out to be a good source of revenue for the cash-strapped DD.
So, reserving certain slots for private, regional channels on its DTH platform will be a win-win situation for DD, as DD would be able to expand itself in the eastern and southern parts of the country, riding on the popularity of other popular regional channels commonly watched by the masses in those regions. Data collected from DD shows DD Free Dish has an estimated 18–20 million subscribers. Last year, DD earned Rs115 crore by e-auctioning vacant slots on its Free Dish. "This year, we hope to earn Rs140 crore through the process," additional director general CK Jain said, adding that in the next few months, DD may reach a the delayed target of having 112 channels on its platform, of which 64 are reserved channels and 48 are those which are being auctioned. Slots reserved for private, non-Hindi regional channels for viewers from southern and eastern India would be about five, sources said.
DD plans to strengthen grip on south, east India audience; to reserve slots for regional channels on its DTH platform | Latest News & Updates at Daily News & Analysis
