Dinesh jain
Contributor
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- 3 Feb 2014
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MUMBAI: After painting a bad picture of itself
through a series of unfortunate incidents, DD
News is on the way to refresh and rebrand itself,
this time putting a lot of focus on human
resource and recruitment.
Moreover, it is currently being discussed at
higher levels if the bilingual channel should be
split into two independent news channels, a Hindi
news channel and the other in English.
Under the leadership of DD News director
general Akshay Rout, who took charge three
weeks ago, the channel is going all out to
improve and has decided on a complete
overhaul.
“Very soon, there will be a complete change in
the look and feel of DD News. The challenge is
to reduce technical and production glitches and
any other errors that affect viewing. There is a
collective pursuit to make it the preferred news
channel of the masses,”
Small changes have already taken place such as
the introduction of graphic headlines. More
innovative programmes providing not only news
but analyses have also been planned.
Rout and his team are reviewing the FPC, and
going forward, there will be some more engaging
programmes. Besides, the broadcaster will
integrate its regional news bureaus for better
news access.
“
“We know that we have to bend our back a little
bit more and make sure that the competence
that DD News traditionally has is fully utilised.
And if there are some problems here and there
we will sort it out,” Rout said, his voice brimming
with confidence about the future.
While continuous upgrading is what matters the
most now, there are also talks of splitting DD
News into two independent news channels—one
in Hindi and one in English. This is indeed
justified because the channel’s bilingual status
often comes in the way of its finding a dedicated
viewership. However, the matter is currently at
the level of discussion right now, and it will take
some time before the move is given a go-ahead
by the Prasar Bharati high-ups.
“The realisation is that a bilingual news channel
is a very difficult and complex task, because the
segregation of audience is important. The viewer
tunes in to watch a particular channel in a
particular language. There is a strong argument
for having independent channels in both
languages to make it more feasible,” Rout
revealed.
DD News on revamp mode, considers changing bilingual tag | TelevisionPost.com
through a series of unfortunate incidents, DD
News is on the way to refresh and rebrand itself,
this time putting a lot of focus on human
resource and recruitment.
Moreover, it is currently being discussed at
higher levels if the bilingual channel should be
split into two independent news channels, a Hindi
news channel and the other in English.
Under the leadership of DD News director
general Akshay Rout, who took charge three
weeks ago, the channel is going all out to
improve and has decided on a complete
overhaul.
“Very soon, there will be a complete change in
the look and feel of DD News. The challenge is
to reduce technical and production glitches and
any other errors that affect viewing. There is a
collective pursuit to make it the preferred news
channel of the masses,”
Small changes have already taken place such as
the introduction of graphic headlines. More
innovative programmes providing not only news
but analyses have also been planned.
Rout and his team are reviewing the FPC, and
going forward, there will be some more engaging
programmes. Besides, the broadcaster will
integrate its regional news bureaus for better
news access.
“
“We know that we have to bend our back a little
bit more and make sure that the competence
that DD News traditionally has is fully utilised.
And if there are some problems here and there
we will sort it out,” Rout said, his voice brimming
with confidence about the future.
While continuous upgrading is what matters the
most now, there are also talks of splitting DD
News into two independent news channels—one
in Hindi and one in English. This is indeed
justified because the channel’s bilingual status
often comes in the way of its finding a dedicated
viewership. However, the matter is currently at
the level of discussion right now, and it will take
some time before the move is given a go-ahead
by the Prasar Bharati high-ups.
“The realisation is that a bilingual news channel
is a very difficult and complex task, because the
segregation of audience is important. The viewer
tunes in to watch a particular channel in a
particular language. There is a strong argument
for having independent channels in both
languages to make it more feasible,” Rout
revealed.
DD News on revamp mode, considers changing bilingual tag | TelevisionPost.com
