dkj
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IF There is one thing which you cannot accuse the folks in government of lacking, it is optimism. Yet another committee to solve the problems of Prasar Bharati and “examine its relationship with the government” has begun work. This time headed by Sam Pitroda. This is the fourth problem-solving committee since 1996. Never say die.
India does not have enough imaginative public broadcasting because the idea of such a service remains entwined with the fortunes of a permanently troubled broadcaster. No government has been broad-minded enough to set up a committee to look at the best ways to provide people programmes that meet their needs. If you could not bring yourself to give autonomy in the 15 years since you notified the Prasar Bharati Act, stop trying. See how you can remain a government platform and bring the best kind of broadcasting from any source on board.
Indian broadcasting is in a strange bind. It is a country awash with private sector broadcasting in a dozen languages, much of it advertising-dependent, chained to ratings, and fundamentally unviable.
At the same time, the government spends thousands of crores of rupees on its own network, the sort of funds that the others can only dream of, and remains increasingly unwa
wtched. Reconciling the two realities is a major management challenge.wandering around the countryside asking people about their broadcasting needs can be quite illuminating. They have common sense, and no biases either for or against Doordarshan. They take what they can from it and look elsewhere for the rest. And they have huge, unmet public service needs. Including wholesome yet compelling entertainment.
The problem is not just about Doordarshan, it is also about all the others. Why don’t more private channels offer quality non-fiction programming? Why don’t they re-imagine some of their endless fiction sagas, which people watch because there are no other options? Both public and private sector need to credit viewership of all income levels with more discrimination than they do today.
Less than 10 days ago in Bhilai camp, a semi-urban colony in Chhattisgarh’s Durg district, a farmer asked, how come in a country with 75% employed in agriculture, nobody has started a farm, dairy and animal husbandry channel? His figure may be slightly off the mark, but his logic is irrefutable. That is something for DD Direct, Doordarshan’s DTH service, to do right away—have a farm channel on its platform. DD’s own farm programmes are popular, but often miss their mark because either there is no power when they come on, or people are not free to watch at that hour. But have a 24- or an 18-hour channel with repeat cycles and it will meet needs. Also, agriculture programming, as people in DD’s Andhra Pradesh Kendra will certify, never lacks advertises
Mr Pitroda’s turn at Prasar Bharati
India does not have enough imaginative public broadcasting because the idea of such a service remains entwined with the fortunes of a permanently troubled broadcaster. No government has been broad-minded enough to set up a committee to look at the best ways to provide people programmes that meet their needs. If you could not bring yourself to give autonomy in the 15 years since you notified the Prasar Bharati Act, stop trying. See how you can remain a government platform and bring the best kind of broadcasting from any source on board.
Indian broadcasting is in a strange bind. It is a country awash with private sector broadcasting in a dozen languages, much of it advertising-dependent, chained to ratings, and fundamentally unviable.
At the same time, the government spends thousands of crores of rupees on its own network, the sort of funds that the others can only dream of, and remains increasingly unwa
wtched. Reconciling the two realities is a major management challenge.wandering around the countryside asking people about their broadcasting needs can be quite illuminating. They have common sense, and no biases either for or against Doordarshan. They take what they can from it and look elsewhere for the rest. And they have huge, unmet public service needs. Including wholesome yet compelling entertainment.
The problem is not just about Doordarshan, it is also about all the others. Why don’t more private channels offer quality non-fiction programming? Why don’t they re-imagine some of their endless fiction sagas, which people watch because there are no other options? Both public and private sector need to credit viewership of all income levels with more discrimination than they do today.
Less than 10 days ago in Bhilai camp, a semi-urban colony in Chhattisgarh’s Durg district, a farmer asked, how come in a country with 75% employed in agriculture, nobody has started a farm, dairy and animal husbandry channel? His figure may be slightly off the mark, but his logic is irrefutable. That is something for DD Direct, Doordarshan’s DTH service, to do right away—have a farm channel on its platform. DD’s own farm programmes are popular, but often miss their mark because either there is no power when they come on, or people are not free to watch at that hour. But have a 24- or an 18-hour channel with repeat cycles and it will meet needs. Also, agriculture programming, as people in DD’s Andhra Pradesh Kendra will certify, never lacks advertises
Mr Pitroda’s turn at Prasar Bharati
