Increasing popularity of Doordarshan: Analysis and strategic improvements

Abstract

UNESCO defines Public Service Broadcasting as (PSB) – “broadcasting made, financed and controlled by the public, for the public. It is neither commercial nor state-owned, free from political interference and pressure from commercial forces ”. PSBs are used to spread information, educate citizen and provide entertainment. BBC, ABC, PBS are all examples of PSBs from different countries. Prasar Bharati, the Indian PSB, handles the two communication platforms -All India Radio and Doordarshan. Doordarshan is the television broadcasting arm of the Indian PSB and would remain the main focus of this report. Main objectives fulfilled by Doordarshan in India are as follows1) Promoting unity and national integration amongst citizen 2) Contributing towards socio-economic progress of the nation. 3) Informing people about Government plans, policies, programmes and achievements. 4) Inculcating scientific temperament among people, eradicating illiteracy and superstition. 5) Generating public awareness about social issues like women empowerment, population control, women and child welfare, environment protection, pollution, education etc. 6) Spreading education and information amongst citizen. 7) Preserving and promoting cultural heritage of the country. 8) Promoting penetration of sports in the country. Being a PSB, reach and credibility is the area of utmost importance for Doordarshan. Doordarshan runs via terrestrial as well as satellite network covering about 81% of area and 92% of the population in the country. 3-5% population of the nation is covered by Doordarshan as the sole content source without cable or other satellite connection. Doordarshan’s primary focus is on spreading information and imparting education to the population (80%) . Entertainment of the masses remains its secondary focus (20%).