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DD sets up ‘War Room’ to revitalise programming & revenues
NEW DELHI: Fazed by stagnant viewership and battling a “negative perception”, Doordarshan has set up a strategy ‘War Room’ to look into re-vitalising the pubcaster’s marketing and content acquisition processes with an overall aim to enhance revenues.
The crisis management group, set up under the overall stewardship of DD Director-General Supriya Sahu, is mandated to suggest ways to attract and invite fresh talent for various DD channels in view of depleting manpower, new marketing and programming strategies and shore up the bottomlines via innovative marketing.
Elaborating on the need for a crisis management group, the DG said in an office order: “Dive deep into the issues that are adversely impacting our performance and devise a strategy to re-position ourselves… (hence) it is proposed to set up a strategy ‘War Room’ in the office of Director-General.”
According to Sahu, who has taken over the new role at DD few months back after having done a fruitful stint at Ministry of Information and Broadcasting (MIB), the `War Room’ will study rules and regulations for in-house production and suggest measures to modify them to improve programming for DD National and regional channels.
The office order doesn’t mince words when it goes on to add that new programming strategy should look at revamping how programmes and films are acquired for DD channels— especially for the auction slots — and suggest credible methods to improve viewership (audience measurement) and enhance revenues.
In addition, this group is to deliberate on present marketing initiatives of DD, which experts feel are out-dated, and devise new strategies to revitalise it, apart from suggesting innovative ways to pool resources and synergise efforts for maximising DD’s impact.
Sahu has made it clear that since there cannot be a one-shoe-fits-all approach, the `War Room’ has to come up with programming and marketing strategies that is specific to each channel like DD National, DD Kisan, DD Bharati, DD India (the international channel), DD Urdu, DD Kashir and DD Sports.
Dwelling on the negative perception relating to the overall functioning of DD, especially content acquisition policies and marketing processes, Sahu said in the office order, “We need to change this perception. This would happen through a very strategic thinking, planning, implementation & initiation.”
The `War Room’ would end its work later this month when it is expected to submit a report on ways to reboot DD, which, hopefully, would also resonate with parent Prasar Bharati’s bosses.
Headed by Deputy Director of Programmes G Sajan, the other members of this group include P.K. Srivastava, PEX, DDK-Raipur; Sandeep Sood, ADP, DDK-Pune; Anurag Darshan, Programme Executive (PEX) DD National; Abhishek Dubey, Advisor DD Sports; Ms. Soma Bose, Consultant, Films Division; Sanjeev Rai, Production Assistant, DD Urdu; Tathagat, Creative Editor, DD Bharati; Karmdeep, Senior Content Manager, DD Sports; Birupakhya Goutom Phukan, Senior Programmer and Arjun Mehto, Senior Content Manager.
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NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
