India's national broadcaster Doordarshan to hire media professionals for better content

Source: Xinhua| 2019-08-15 17:08:23|Editor: Yurou
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NEW DELHI, Aug. 15 (Xinhua) -- The Indian government has decided to restructure the country's national broadcaster "Doordarshan (DD)" by hiring professional media persons in a bid to generate better content and increase its viewership.

Started 50 years ago, in September 1959, DD continues to struggle in terms of viewership as compared to private TV channels, both in terms of news and other content like entertainment, sports, art and culture, or TV sops.

According to latest figures, DD's viewership is the lowest among the TV channels in the country, as it holds a share of just one percent of total viewership, while some of the individual private TV channels enjoy as high as nearly 17 percent share of total viewership across the country.

DD is run by a statutory autonomous body "Prasar Bharati".

In a press release, it said that the Prasar Bharati Board has approved restructuring "Doordarshan" to separate its creative functions into a dedicated vertical for handling Content Operations.

"With this restructuring, Prasar Bharati intends to induce professionalism into its content and creative functions in line with state of the art trends, production values and industry best practices," said the press release.

The Board desired that suitable professionals may be identified with 15-20 years or more of experience in broadcasting with specialization in news /culture /arts / entertainment/ Sports & other genres of relevance to public broadcasting, having held leadership roles over the last five years, preferably at a large network with responsibility for one or more channels with a nationwide viewership footprint.

In India, broadcasting has grown leaps and bounds since early 1990s when the government gave permission for setting up of private TV channels, including news, entertainment, sports, life style, religious etc. Today, people prefer watching private TV channels to DD, as the former produce much better quality TV programmes as compared to the latter.

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