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DD’s competitive game plan
MUMBAI: “It is my dream to make Doordarshan a success story,” said Information & Broadcasting Minister Prakash Javadekar at the recently concluded GoaFest.
Indeed, what was once the only television channel and earned nearly 100 per cent revenue because of its monopoly has over the years become an ‘also-ran’, thanks to the satellite and cable TV explosion.
DD recently undertook several new initiatives in a bid to reclaim its place under the sun. Just last month, the government-owned channel launched a dedicated slot for afternoon shows called ‘DD Dopahar… Aapke Ghar’ where between 12pm and 3pm, serials produced and directed by biggies from the television and film fraternity including Harry Baweja, Karan Razdan, Paintal, Sudhir Pandey and Maninee Dey are aired.
Earlier this month, DD revamped its prime time evening viewing with five new shows namely Nadiyaan Gaati Hain, Bharat Ki Shaan: Let’s Dance, Earth Matters, Gaon Connection and Yatra. What’s more, in the coming months, the channel plans to re-brand itself with a view to better connect with its audiences. “Yes, we will re-brand DD National soon. It is on the cards and we are expecting it to happen by the end of the year,” confirmed Doordarshan directorate general CK Jain.
The channel which holds the seventh position after general entertainment channel Sab, clocked 131 million GVTs in the week 23 of TAM TV ratings.
According to Jain, it’s the right time for such a move, considering advertisers’ response has also been good. “For DD National, the advertisers’ response has been reasonably good, considering the fact that we still have the largest reach across the country. Our strength was towards terrestrial earlier. Our reach has been shrinking over a period of time. We are aware of that and we are trying our best to ensure that the viewership increases in C&S markets also. We are trying to enhance our viewership in these markets by upgrading the content,” he said. “We are trying to upgrade our prime time now with fresh content, but of course, we can’t compare ourselves with the big players.”
An industry source opined that unlike GECs like Star Plus and Zee which are able to pump in huge monies on content, DD cannot afford to do so. “This is slightly a disadvantage of being a government body, where you have to follow certain procedures to acquire content,” the source said, stressing that DD would not spend more than Rs 300 to Rs 400 crore on new content.
“The major part of expenditure goes towards infrastructure which takes away more than half their budget. If you really talk of today, terrestrial is very costly. This worries the management as they are unable to invest more money on content which is required. The management is trying to find solutions for it.”
Meanwhile, a media planner expressed the view that while re-branding would definitely help DD get more viewers on-board, it would not help the channel compete with the big players. “If they are re-branding, the channel must have good reasons to do so. It will do well for the channel, but if they wish to compete with big players in the market like Star or Zee, they should be willing to spend some money on the content to reach that level,” he concluded.
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.
