19th December, 2002
Ministry of Information & Broadcasting  


DD ADVISORY COMMITTEE TO IMPROVE PROGRAMME QUALITY


LOK SABHA

Doordarshan has constituted a Research Advisory Committee consisting of eminent personalities in the field of Communication Research to advise Doordarshan on strengthening in-house research and improving programme content/quality.

The rating agencies’ sample does not adequately represent the viewership of Doordarshan. The sample size of the outside rating agency is limited to only 27 cities/towns, whereas the reach of Doordarshan lies in smaller cities and villages also. Doordarshan’s Research Unit is being revamped suitably to facilitate proper assessment and to incorporate a feedback mechanism to enable restructuring of content and format of programme, according to viewers’ needs and preferences.

To meet the challenges posed by changes in the market scenario, Doordarshan has taken various steps in order to increase viewership and boost revenue during the coming years. These include improvement in the quality of content and presentation of channels, improvement in the quality of transmission, usage of more flexible rate card to meet challenges of the competitive market environment, introduction of effective system of advertising of Doordarshan’s channels and programmes. Steps have also been taken to exploit full commercial potential of various programmes. Doordarshan has created its own marketing set up and a separate Development Communication Division to look after business of various Government Ministries/Departments and Public Sector Undertakings.

This information was given by Minister of Information and Broadcasting, Smt. Sushma Swaraj in a written reply to a question by Prof. Ummareddy Venkateswarlu in Lok Sabha today.