case study on doordarshan
DESCRIPTION
This is a case study on the decline of Doordarshan which attempts to answer the question, "Is DD dead?".TRANSCRIPT
Case Study On
Case Study On
Group Presentation for the course Principles of Management.Group : L2G7
1IS DD DEAD?
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Background of indian media broadcasting industryHistoryHumble 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. Same year colour T.V introduced.
1991 Liberalisation Era brought Cable T.V. Satellite T.V introduced in 1995.4
Major players
Doordarshan
Star TV Network
Zee Entertainment Enterprises Ltd
Sony Entertainment Television Network
SUN TV etc.
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Source:Audience Measurement and Analytics Limited.6
7Segments
Source: www.thehoot.org
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.legalserviceindia.com8
Government Regulations (Contd)
To provide programmes for the young which, by variety and content, will inculcate the principles of good citizenship
To promote communal harmony, religious tolerance and international understanding
To treat controversial public issues in an impartial and dispassionate manner
To respect human rights and dignity9
DD-The Golden eraHad an absolute monopoly for three decades from its inception in 1959 till 1992.
Three-tier programme service - National, Regional and Local.
National Level: news, current affairs, science, cultural magazines, serials, music, dance, drama and feature films.10
Regional Level: Similar to National Level but in a regional context.
Local Level: DD Metro.
Had a 90% reach near the end of 1990s.
Viewership: 479 mn home sets plus 1.5 mn on community sets.11
21 channels: Two All India channels DD National and DD News. 11 Regional language Satellite Channels (RLSC), four State Networks (SN), an International channel, a Sports Channel DD Sports and two channels Rajya Sabha TV & Lok Sabha TV for live broadcast of parliamentary proceedings.
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Decline of doordarshan
DeclineNews 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, and Sony had projected 40-50% revenue growth
Private producers, advertisers and audience had deserted DD
Low TVR.
revenue
In 1998-99, DD channels revenues from advertisements were to the tune of Rs 4 bn
In 2000-01, poor TVR of DD, ad revenues go down to 50%
DD asked of Rs 10 mn to broadcast a film. TVR lowered further
Few ads. Only in sports breaks
Commercial viability
Private television channels were allowed in 1991
Doordarshan has seen a steep decline in viewership in homes with cable and satellite television
controversies
In 1998, CBI arrested two DD officials for taking bribes from a serial producer
In 2010, as many as 24 candidates out of the 30 selected for the posts of journalists in DoordarshanNews were politically motivated.
Amitabh Bachchan Corporation Limited (ABCL) was DD's highest debtor with outstanding dues of Rs.330 mn.
Allegation of bias
During Operation Blue Star in 1984. False claims.
Doordarshan does not have an independent editorial control unlike the BBC.
It has been actively used especially during the Emergency for government propaganda.
In 2004, it censored the airing of a controversial documentary on Jayaprakash Narayan, one of the opposition leaders during the Emergency.
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 for government propaganda
Dull and boring proggrammes
OPPPORTUNITIES
Can easily buy exclusive rights
Reduce prices for advertising
Revamp 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 of DTH service
Global coverage
Optimum utilisation of infrastructural facilities
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 areasFurther expand the capacity to 250 channels
31Thank You!