If things go as per plan, India could soon be launching, or rather re-launching, what it hopes to be its very own version of a television channel like the BBC World. Keen to project Brand India abroad, the NDA government is now actively working towards reviving the fortunes of DD India — Doordarshan’s international television channel — that has existed in different avatars for close to two decades, but has so far failed to make a mark before its targeted world audience.
Engaged in serious deliberations over launching DD India worldwide, both the Prasar Bharati and the Information & Broadcasting Ministry are now banking on the Ministry of External Affairs (MEA) to step in and facilitate the project.
As per top Prasar Bharati sources, the idea is to have an international channel of Doordarshan that offers the “last and the most credible word” on India. “We want to have something of the standard of the BBC…something to which an international viewer can tune in and know everything that is to be known about India,” a Prasar Bharati source said.
“The BBC aligns itself with their external affairs ministry. It is very important. Similarly, we want DD India to carry on the lines that are the general directions given by the MEA. We are having those discussions,” Minister of State for I&B Rajyavardhan Rathore told The Indian Express.
“We are going to Europe and are figuring out as to what are the kind of programmes that DD India should have."
Countries like Japan, Germany, China, Russia, and France invested heavily on ensuring a global reach for their respective international channels,
The channel was launched in 1995 as DD World. It was renamed as DD India in 2002.
Read more at: Government plans makeover of Doordarshan India on the lines of BBC World | The Indian Express | Page 2
