PRESENTATION ON DOORDARSHAN

PRESENTED BY:RAHUL GUPTASARVESH PANDEYSUBANSH PRIYADARSHI

INDEXEXECUTIVE SUMMARYOVERVIEWLIFE PERIODI. LEADERII. MATURITYIII. DECLINING MAJOR CAUSE RECOMMENDATIONS

This case study analysis deals with Doordarshan,which was a leader in the Indian television market once.Indian television broadcasting market was ruled by DD,which was almost having monopoly in the market,but with the entrance of the Cable & satellite channels into this market caused the downfall of DD.It suffered great losses in terms of both viewership as well as revenues.Doordarshan was unable to stand in front of its competitors. In this case,different stages of life period of DD is under study,and mainly it is also to be analysed that what was the reason of the the downfall of the doordarshan.Through this case study,different reasons due to which DD losed its supremacy in the market are analysed and also different steps which should be taken to overcome this situation are also discussed.

EXECUTIVE SUMMARY:

An Overview:-Doordarshan is just like a giant who does not realise its strength.DD was launched in 1959 as the National Television Network with a modest 21 community sets, in Delhi. The year 1982 saw the introduction of a regular satellite link between Delhi and different transmitters, which kick started the transmission of the National Programme. In the same year DD switched to colour transmissionSo widespread was its influence that it had penetrated into every nook and corner of the country cutting across demographic and geographic barriers. DD had a three-tier programme service - National, Regional and Local.

DOORDARSHANDoordarshan which was once the market leader of the Indian television broadcasting industry,but it lost it’s market position very fastly once it’s competitors entered the market.In 1997, The Indian broadcasting bill was introduced in Parliament. The bill was not passed but it was enforced through an ordinance nearly a decade when after it was enacted. DD was brought under a holding company called the 'Prasar Bharti'. In the early 1990's, about 479 mn people in Indian homes viewed DD.It was ahead of the private channels in terms of viewership with a 90% reach. However, in the late 1990's it could not maintain the lead and private channels were catching up in terms of revenue even though they lagged behind in viewership and reach.

LIFE PERIOD OF

DOORDARSHAN!!!

Golden Era:-From the mid 1980’s till late 1990’s,DD ruled the Indian market almost like a king.It had a total monopoly in the market as there were no competitors of doodarshan.We can say that it was the good old days of doordarshan when many of the programmes of DD almost made unforgettable memories in the mind of the viewers. Doordarshan National had, by far, the most popular programmes, in all parts of the country, on a national basis and in many regions. If we say that during that era,whatever broadcasted on DD became a superhit,it would not be wrong.Whatever serials,cartoons,advertisements,etc. which came on DD at that time are still well settled in our memories.So,this era was like whatever Doordarshan was touching turned into gold.

And than there were Mahabharat,Mungerilal ke hasin sapne,Tehkikat,Dekh Bhai Dekh,Vikram Betal and many more……….

Even the advertisements were a big hit: Washin powder Nirma, Washing powder Nirma Doodh si safedi, Nirma se aayi Rangeen kapde bhi khil khil jaaye

I'm a Complan Boy and I'm a Complan Girl.

Vicco turmeric, Nahin cosmetic Vicco turmeric ayurvedic cream

Competitor’s Threats(Maturity Stage):During early 90’s,cable television channels started making inroads into the indian televison market.Thus, many private channels were launched to tap the nascent cable television in India.In the early 1990's, about 479 mn people in Indian homes viewed DD and an additional 1.5mn watched DD on community sets. DD was ahead of the private channels in terms of viewership with a 90% reach. However, in the late 1990's it could not maintain the lead and private channels were catching up in terms of revenue even though they lagged behind in viewership and reach.Launched in 1992, Zee TV was the driver of the expansion of cable television in India. During 1992-94, there was rapid increase in the number of cable connections in western and Northern India 

BetweenThough till mid 90’s,DD had an incredible reach of 70 mn homes in comparison to C&S's reach to only 30 mn homes, it could not turn this network into an advantage 1994 & 2000, advertising expenditure through Doordarshan increased from approximately Rs. 450 crores to Rs. 780 crores; at about 10% p.a. On the other hand, the advertising income of the satellite television channels increased by nearly twenty fold in the same period; from Rs. 102 crores to over Rs. 2,050 crores, during this period.   

Declining Viewership:

1994 1995 1996 1997 1998 1999 2000

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SOURCE:CARAT MEDIA SERVICES

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Era of DD becoming almost a History:Doordarshan being the market leader once,almost became a part of the history by early 2000.There were many reasons contributing to this situation but major reasons were:-Very fast increasing trend of the viewers turning towards the Cable & satellite channels.Fast decrease in the TVR’s of the DD programmes.Sources of revenues started shrinking for DD,as major advertisers also sidelined themselves from the channel,perhaps with the major reason could also be attributed to its pricing for the advertisement slots. DD charged the producers around Rs 1 lakh for 10 seconds whereas some highest rated soap on C&S homes charged half of that.

Fall of revenue:-

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Major Causes of Downfall: DD had weaknesses on many fronts.Inspite of having control over almost whole market,DD never tried to keep in pace with the market. Thus,main reason for the lagging behind of DD was mainly due to mismanagement of many affairs.Ironically the first competitor of DD was DD itself.It happened with the launch of DD Metro.DD Officials felt that the National channel would play the role of public broadcaster and DD Metro would be the commercial channel. But it increased the confusion among the Private producers and advertisers.They argued that no other network has got two channels competing against each other.DD never sensed the cable & satellite channels as their threats and never tried to evolve itself with time.So,DD had never proper marketing strategy against its competitors who made full use of this weakness of DD and took advantage.

DOORDARSHANExcessive interfere and control of government was also a major reason of DD being unable take major steps required for its development. Thus,it had to work under a lot of restrictions which slowly deteriorated its working efficiency required for its growth.Another major problem that plagued DD, was the lack of a marketing team, which could market the advertisement slots as a package.Thus,it caused the loss of revenue from advertisements from major advertisers who turned for cable channels

Steps required for the revival of Doordarshan:

Development of marketing strategy and its implementation, on a national and regional basis. Consumer Understanding and Marketing Research Marketing and sale of advertising time; and other products and services. Contact with advertisers and agencies; and understanding the various ‘markets’ within which the business operates. It would be necessary to go to the market to hire the very best employee in a particular professional category. For which,remuneration may be provided on the basis of a renewable contract for five years, subject to a satisfactory annual performance review.

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