DD India eyes Africa in makeover bid
Launched 17 years ago, DD India is not currently available in most countries due to lack of satellite footprint and distribution problems. The Prasar Bharati now plans to enter into agreements with foreign DTH players and explore platforms like IPTV and webcasting to address these issues. The aim is to go beyond its target audience of Indian diaspora and tap all who are interested in India.
Prasar Bharati sources said the channel’s overseas presence declined drastically even since the agreement with INTELSAT, through which DD India was uplinked, expired. Although it is technically available in 37 countries through INSAT 4-B, its actual reach is questionable as there is no tie-up with local operators for distribution.
The content too lacks quality. Serials and soaps aired on DD National are often repeated. But now the Prasar Bharati has proposed all English programming with appropriate language sub-titles. Sources said revamping and customizing the content keeping in view the geographical diversities, infusing an element of professionalism in its packaging and marketing, and improving news and current affairs presentation has been mooted.
The proposal suggests emphasis on news and current affairs programmes to propagate India’s economic growth and brand its potential as
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