In a bid to spruce up its content and presentation, national broadcaster Prasar Bharati has decided to hire media professionals, including recognised anchors, from open market.
Besides established anchors from private news channels, professionals in areas like new media, marketing and branding would also be recruited, official sources said.
The move forms a part of the national broadcaster's overall strategy to rebrand Doordarshan's News and Urdu channels.
"There had been no recruitments in Prasar Bharati over a long period of time. It was felt that talent should be hired from open market to improve the look and content of the channels," they said.
The national broadcaster wants sharper news, better presentation and more aggressive marketing and promotion including in online media.
"Prasar Bharati also wants to increase its presence and promote its content on the internet -- an area which was previously ignored," they said.
In September last year, Prasar Bharati Board had given its go ahead to hiring of talent from the open market at prevailing market rates on contract basis, officials said.
During the NDA regime, Prasar Bharati had followed a similar strategy when media professionals from private channels had been hired from the open market to strengthen the working of the Doordarshan network.