Doordarshan February 2014

Hello,

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Section 1 About Doordarshan

Section 2 Why the need for change

Section 3 The Brief

Section 4 Deliverables

Section 5 Target Group

Section 6 Challenges to be addressed through design

Section 7 What does success look like ?

Let’s chat

About Doordarshan

Doordarshan’s journey so far…

Doordarshan had a modest beginning with an experimental telecast starting in Delhi on 15 September 1959, with a small transmitter and a makeshi" studio. The regular daily transmission began with a five-minute news bulletin in 1965. 

National telecasts were introduced in 1982. In the same year, colour TV was introduced in the Indian market with the live telecast of the Independence Day speech by then prime minister Indira Gandhi on 15 August 1982. Now more than 90 percent of the Indian population can receive Doordarshan (DD National). 

Doordarshan is an Indian public service broadcaster, a division of Prasar Bharati. On September 15, 2009, Doordarshan celebrated its 50th anniversary.  It is one of the largest broadcasting organisations in India in terms of infrastructure. There are about 46 Doordarshan studios producing TV programmes. It has over 60 channels today including DD Metro, National, Global, Sports, News, and regional channels. 

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Design brief objectives & message

•  Subtitles are in 24pt sentence case

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National Channels

DD National

DD News

DD India

DD Bharti

DD Urdu

DD High Definition

Regional Channels

LPT

Agartala

Ahemedabad

Aizwal

Akola

Allahabad

Bangalore

Barelly

Bhawanipatna

Bhopal

Bhubaneshwar

Chandigarh

Chennai

Dehradoonb

Dibrugarh

Kohima

Kolkata

Lucknow

Leh

Mau

Mumbai

Muzzafarpur

Nagpur

Panaji

Patna

Pondichery

Port blair

Raipur

Rajkot

Ranhi

Shimla

Daltongani

Gangtok

Gorakhpur

Guwahati

Gulbarga

Hisar

Hyderabad

Imphal

Indore

Itanagar

Jaipur

Jalandhar

Jagdalpur

Jalpaiguri

Jammu

Silchar

Shillong

Srinagar

Sambalpur

Shantiniketan

Trivandrum

Tura

Varanasi

Need for change

Why the need for change?

The brand is perceived as 'old and dusty'. 

While it is one of the few options in rural India, Doordarshan does not feature as the 'top of mind' channel in urban centers. 

The re-brand should help build more credibility.

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The brief

The brief

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The brand idea. What should Doordarshan stand for: ‘THE VOICE OF INDIA’ Brand purpose: •  Doordarshan aims at creating socially relevant, independent and unbiased coverage for

national good •  The channel aim's to promote harmony, spread unbiased information as well as explain the

diversity of culture and promote national interest

•  Positioning and communicating India to the world in a smart, sharp and transparent way

•  Agile and seen as on the forefront of breaking news

•  Neutral and independent. Delivering unbiased coverage

•  Reflect the contemporary personality and spirit of our nation

Deliverables

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1.  Primary identity for Doordarshan National (can be a dynamic identity) 2.  Additional add-on identities based on the primary identity for:

•  DD News •  DD India - Caters to Indians living abroad •  DD Bharti - Shows programs on health, children, music, dance and heritage •  DD Urdu – Urdu entertainment •  DD High Definition – Showcases important national events like the Republic day

3.  Visual system (ref. to graphic device in the Usha Martin example) for DD National to be applied across stationery, website, advertising template

4.  Crawl for DD National (on-air graphic banner)

5.  Moving identity for on-air usage for DD National (either a QuickTime or a storyboard)

6.  Animation/illustration style for public service films for DD National

Example of a visual universe

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Example of how one can use a graphic device and a colour system to establish a visual brand architecture

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Who are we speaking to?

Doordarshan today is targeting a pan India audience across all 28 states and languages. Therefore the re-brand should appeal to all age groups in urban and rural alike. In a nutshell, it's every Indian.

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Challenges that need to be addressed through design

When Doordarshan set out in 1959, it aimed to create a national medium that spoke with and connected with all Indians across rural and urban centers equally

The challenge today is the disparity between urban and rural. How do you create a brand identity that truly speaks to a national audience without alienating anyone

The identity system should not have any negative connotations in any regional language. Therefore the balance between the rural and urban viewership aesthetics

It should address the needs and aspirations of the millennials without alienating senior citizens

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What does success look like?

Success should be 'in business' and 'through design'. The re-brand should help position it alongside brands like BBC, CNN and Al Jazeera.

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Al Jazeera

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Thank you