MUMBAI: Doordarshan is aggressively turning to the booming lottery market to boost ad revenue on the channels.

Although it had issued a circular on 31 July regarding lottery advertising, the response has been lukewarm so far. To rectify this, DD is said to be in proactive talks with a number of private players, including the Zee Group's Playwin which runs the Sikkim Lottery, to push for advertising.

A senior Prasar Bharati official said that the kind of presence and reach DD offers cannot be matched by any private channel so it makes sense for players to use the national broadcaster as an advertising platform.

According to the circular that has been issued, ads are only for lotteries which are state run. Bookings of advertisements of lotteries are not allowed in programmes produced by outside producers. Bookings have to be done directly with Doordashan Commercial Service at the spot buy rate of the concerned slot. The lottery ads on the national broadcaster will be allowed after taking an indemnity bond indemnifying the broadcaster of all legal disputes.

For announcement of the lottery results teleshopping programme rates will be charged at pro-rata rates for a five minute slot.