BY
ARYAN GARG (231241)
HARKAMAL SINGH (231234)
KAVYA KRISHNA GUPTA (231053)
MOHTA GARG (231013)
Doordarshan, India's national television broadcaster, was established in 1959 and is
one of the world's largest broadcasting organizations. It started as a small
experimental service in Delhi and has since grown into a vast network, providing a
wide array of programming across multiple channels.
Doordarshan plays a significant role in India's cultural landscape, showcasing a
diverse range of content, including news, educational programs, entertainment,
and regional shows in various languages. Known for its emphasis on public service
broadcasting, it aims to inform, educate, and entertain the Indian populace while
promoting national integration and social values.
In the digital age, Doordarshan has adapted to new media trends, expanding its
reach through online platforms and social media. Despite facing competition from
private broadcasters, it remains a trusted source of information and continues to
be an integral part of Indian society.
Doordarshan began as a modest experiment in public service telecasting. The
then President of India, Shri Rajendra Prasad inaugurated the first broadcast
on September 15, 1959. In 1959,a leading European company exhibited its closed-
circuit TV equipment at an international exposition. At the end of the expo, the
equipment was gifted to the people of India.
The experiment became a regular service in 1965 when Doordarshan began
beaming signalsto homes in and around the country’s capital, New Delhi. By
1972 services were extended to Mumbai and Amritsar and by 1975, to seven
more cities. Till 1975 it was a part of All India Radio.
On April 1,1976, it transformed to become a separate
Department in the Ministry of Information and Broadcasting
and later came under Prasar Bharati.
A new signature image was designed by the National Institute
of Design and a signature tune was created by Pandit Ravi
Shankar. The first telecast in colour took place on August 15,
1982,when the national program started.
General Public and Rural Audience
Primary Audience : The rural population of India, where access to
satellite and cable television may be limited, and viewers rely on
free-to-air channels.
Content Focus : Agricultural programs, health, sanitation,
educational shows, and cultural programming that cater to the daily
needs of rural viewers.
Appeal : Affordable, accessible, and informative content with a
focus on regional languages.
Older Generation
Primary Audience : The older demographic (ages 50 and above) who
grew up with Doordarshan as a primary source of news and
entertainment.
Content Focus : Nostalgic shows, religious programs, government
initiatives, and educational content.
Appeal : Strong emotional connection to the channel and trust in the
reliability of its information.
Youth and Students
Primary Audience : Students and young adults seeking educational
programming, such as exam preparation, vocational training, and
skill development.
Content Focus : Distance learning programs, collaborations with
educational institutions like IGNOU, educational quiz shows, and
documentary features.
Appeal : Affordable and easily accessible educational content,
catering especially to economically disadvantaged students.
Nationalists and Culturally Conscious Audiences
Primary Audience : Viewers who prefer content that promotes Indian
culture, heritage, and values.
Content Focus : Programs highlighting Indian classical music, dance,
mythology, and government programs.
Appeal : A strong focus on Indian traditions, historical events, and
state-sponsored media that builds cultural pride.
Regional and Linguistic Communities
Primary Audience : Viewers from various Indian states who
speak different regional languages.
Content Focus : Regional language channels and programs
that highlight local culture, news, and regional events.
Appeal: Tailored content in multiple Indian languages to
cater to local preferences and needs.
Government and Civic Information Seekers
Primary Audience : Citizens interested in government policies, public
service announcements, and civic education.
Content Focus : Telecasts of parliamentary sessions, election
coverage, and updates on government schemes.
Appeal : A trusted source of official information, particularly useful
during elections and national events.
Regional and Linguistic Communities
Urban and Affluent Viewers (via DD National & DD
News)
Primary Audience : Urban viewers seeking news, current
affairs, and national-level information.
Content Focus : National news, government initiatives,
cultural programs, and special interviews with
policymakers.
Appeal : Reliable news reporting, with less commercial
influence compared to private networks.
Doordarshan’s marketing mix was shaped by its mandate to serve
the nation's interests rather than purely commercial goals.
Here's a breakdown of Doordarshan's original marketing mix
using the 7Ps framework:
PRODUCT
Core Product: Information, education, and entertainment.
Augmented Product: Terrestrial television broadcasting,
regional language content, and public service
announcements.
Features: News, dramas, documentaries, children's shows,
and educational programs.
PRICE
Free: Doordarshan was a free-to-air channel, funded by the
government.
No Advertising: Initially, there was limited or no commercial
advertising.
PLACE
Distribution: Broadcast through a network of transmitters
across India.
Accessibility: Available in most urban and rural areas.
PROMOTION
Government Support: Promoted by the government as a
national asset.
Community Outreach: Engaged with local communities
through events and public service announcements.
Limited Marketing: Due to its public service nature,
marketing was limited and focused on informing the public
about its programming.
PEOPLE
Employees: Doordarshan's employees were primarily
government officials and journalists.
Customer Service: Limited customer service, as there were
fewer channels to choose from.
PROCESS
Production: Content production was primarily in-house.
Distribution: Broadcasting through a centralized network.
Scheduling: Programming schedules were decided by the
government.
PHYSICAL EVIDENCE
Infrastructure: Terrestrial television transmitters and
studios.
Branding: The Doordarshan logo and branding were simple
and associated with the government.
KEY POINTS TO NOTE
Public service orientation: Doordarshan's primary goal was
to serve the nation's interests, not to maximize profits.
Limited commercialization: Advertising was initially limited
or absent.
Government support: The government played a crucial role
in funding and promoting Doordarshan.
Wide reach: Despite its limited resources, Doordarshan
managed to reach a large audience across India.
As the Indian television landscape evolved, Doordarshan faced
increased competition from private channels. To adapt, it
gradually introduced commercial advertising and diversified its
programming. However, its roots as a public service broadcaster
continue to influence its identity and mission.
Doordarshan (DD), India's national broadcaster, was once the only source of television
entertainment and news for millions of Indians. However, it experienced a significant decline over
time, particularly with the rise of private TV channels and digital platforms. Here's a slide-by-slide
breakdown of why Doordarshan declined
1. Dominance of Private Channels
- 1990s Liberalization : Economic reforms allowed private channels to enter the
market.
- Cable and Satellite TV : Channels like Zee TV, Star Plus, and Sony offered more
diverse and appealing content.
- Competition : DD's monopoly ended, and it couldn't keep up with the aggressive
programming and marketing strategies of private player
2. Programming Issues
- Outdated Content : Doordarshan stuck to older, more traditional
programming formats.
- Lack of Innovation : While private channels adapted to new trends,
DD lagged behind in terms of modern storytelling and entertainment
formats.
- Target Audience Mismatch : Younger audiences found DD's
content less engaging compared to private TV.
3. Bureaucratic Structure
- Government Control : As a government entity, Doordarshan's
decision-making was often bureaucratic and slow.
- Limited Creative Freedom : Program producers on DD faced more
restrictions, limiting their ability to experiment or adapt quickly to
viewer demands.
4. Funding Constraints
- Revenue Mode : Unlike private channels
that thrived on advertising revenue, DD had
limited advertising income.
- Subsidized Broadcastin : Doordarshan
relied heavily on government funding, which
limited its ability to compete with private
networks in terms of technology and content
production.
5. Technological Lag
- Delayed Digitization : DD was slow to adapt to digital broadcasting
and high-definition formats.
- Limited Presence on Digital Platforms : With the rise of internet
and mobile streaming, private channels rapidly embraced digital
platforms like YouTube and OTT apps, while DD lagged in creating a
strong digital footprint.
6. Regional and Urban Divide
- Urban Audiences Moved On : DD’s content was more popular in
rural areas, but urban viewers shifted to private and global channels
offering a wider range of content.
- Regional Content Challenges : While Doordarshan did have
regional channels, they lacked the glamour and production quality
of private networks, reducing their appeal.
7. Rise of OTT Platforms
- Shift to Digital Streaming : Platforms like Netflix,
Amazon Prime, and Hotstar offered on-demand, high-
quality content.
- Viewer Preferences : Younger audiences preferred
binge-watching shows without ads, a model that DD
didn’t adapt to.
- Lack of Competitive Edge : With OTTs offering
international and high-budget content, Doordarshan
couldn’t match their appeal.
8. Efforts to Revive
- Digital Initiatives : DD started launching YouTube
channels and mobile apps, but these efforts came
much later than competitors.
- Nostalgia Factor : Attempts to revive old shows like
Ramayana and Mahabharata during the COVID-19
lockdown briefly brought back attention, but it was not
enough to sustain long-term viewership.
improvised marketing mix for the relaunch of Doordarshan, we
can use the 7 Ps framework: Product, Price, Place, Promotion,
People, Process, and Physical Evidence. Here’s how each
element could be tailored for Doordarshan:
PRODUCT
Content Diversity: Expand programming to include a mix of
genres—drama, reality shows, documentaries, regional content,
and educational programs.
Digital Integration: Launch a streaming service or app for on-
demand viewing, catering to younger audiences.
Interactive Features: Incorporate viewer polls, feedback
systems, and interactive shows to engage audiences.
PRICE
Freemium Model: Maintain free broadcasting while offering
premium content or ad-free viewing on the streaming
platform.
Partnerships: Collaborate with local businesses for
sponsorships, reducing operational costs and keeping prices
low.
PLACE
Multi-Platform Presence: Ensure content is available across
various platforms—TV, online streaming, and social media.
Local Collaborations: Partner with local cable operators and
community centers to increase accessibility in rural areas.
PROMOTION
Targeted Campaigns: Use social media, influencer
partnerships, and traditional advertising to reach diverse
demographics.
Launch Events: Organize a high-profile relaunch event
featuring popular celebrities, live performances, and
interactive sessions with viewers.
Content Teasers: Release sneak peeks and trailers of
upcoming shows to build anticipation.
PEOPLE
Talent Development: Invest in local talent for content
creation and representation, promoting diversity.
Training Programs: Conduct workshops for staff on digital
content creation and audience engagement techniques.
PROCESS
Feedback Loops: Create a systematic approach for
gathering and analyzing viewer feedback to continually
improve programming.
User Experience: Ensure that the digital platforms are user-
friendly, with easy navigation and personalized content
recommendations.
PHYSICAL EVIDENCE
Branding: Refresh the Doordarshan logo and visual identity
to appeal to modern audiences while retaining its heritage.
Merchandising: Create merchandise related to popular
shows or local culture, fostering a sense of community and
loyalty.
Digital transformation
Multi-Platform Presence: Ensure that
content is available on traditional
television, mobile devices, and the
web.
Partnerships with OTT Platforms:
Collaborate with existing streaming
services to reach a wider audience
and introduce Doordarshan’s content.
Social Media Engagement: Utilize
social media platforms to connect
with viewers, promote content, and
gather feedback.
Content driven
Old content: Relaunch old shows like
Mahabharat, Ramayan to create a feeling of
nostalgia in old audience
New content: Lunch new content to attract
new audience specially youngsters.
Government schemrs- Airing government
Content driven
programs and schemes can be beneficial,
spreading knowledge and increasing
customer base.
Kids’ shows- Telecasting kids’ shows can
attract young audience.
Market research and analysis Community Engagement
Surveys and Focus Groups: Conduct Local Events: Organize local events
comprehensive research to understand and screenings to connect with
audience preferences, content desires, viewers and promote Doordarshan.
and viewing habits. This will help identify Community-generated content;
target demographics, including youth, Encourage viewers to submit their
families, and regional viewers. own content, fostering a sense of
Competitor Analysis: Analyze successful ownership.
private channels and OTT platforms to Social Responsibility: Focus on
identify trends, popular formats, and socially responsible content and
successful marketing strategies. initiatives to strengthen
Doordarshan's image.
Technology Upgradation Brand Rebranding
Broadcasting Infrastructure: Upgrade to New Logo and Visual Identity: Refresh
HD and 4K broadcasting standards to the brand with a modern logo, color
enhance visual quality and appeal. scheme, and overall aesthetic that
OTT Platform Development: Create a appeals to contemporary audiences.
robust Doordarshan app for streaming live Tagline Development: Create a tagline
broadcasts and on-demand content. Include that encapsulates the essence of
features like user profiles, Doordarshan’s mission (e.g., "Connecting
recommendations, and offline viewing Cultures, Inspiring Generations").
options. Awareness Campaign: Launch a
marketing campaign to introduce the
Social Media Integration: Leverage
revamped Doordarshan, highlighting
platforms like YouTube, Instagram, and
new shows and features.
TikTok for promotional content and teasers.
Pricing Strategy
Free-to-Air Model: Maintain a free-to-air
approach to ensure accessibility for all
segments of society. Initially, Market
penetration is the main objective
Premium Subscription: Consider offering a
premium subscription for ad-free viewing,
exclusive content, or early access to new
shows.
Flexible Advertising Rates: Adjust ad rates
to attract both large brands and local
businesses, encouraging diverse revenue
streams.
Feedback and Iteration Sustainability and Social
Responsibility
Viewership Analytics: Implement analytics Promote Social Issues: Integrate
tools to monitor viewership data, programming that addresses pressing
engagement metrics, and audience social issues, sustainability, and public
feedback. health awareness.
Regular Surveys: Conduct follow-up Community Initiatives: Engage with
surveys to assess audience satisfaction and local communities through outreach
gather suggestions for improvement. programs, supporting local talent and
Iterative Strategy: Be agile in making cultural events.
adjustments to content, marketing, and
distribution strategies based on real-time
data and viewer feedback.
Reviving Doordarshan is not merely about reestablishing a traditional broadcasting
platform; it is an opportunity to transform it into a dynamic, inclusive, and modern
media outlet that resonates with today’s diverse audience. By embracing a strategic
approach that emphasizes high-quality, varied content, leveraging cutting-edge
technology, and fostering community engagement, Doordarshan can reclaim its position
as a trusted and beloved source of information and entertainment.
