An earlier survey, done by Indian Market Research Bureau, had pointed to falling viewership. However, this time, DD has refused to name the firm that has done the survey.

DD, which notched up record revenue of Rs 610 crore in 1999-2000, is going all out to promote DD Metro. According to the latest survey, Metro's viewership and revenue is not up to the mark."DD Metro will upgrade technology shortly. It will set high power transmitters (HPTs) at 30 places," sources said.

DD will also open talks with Time Warner, CNN, BBC and Sony Entertainment Television for joint ventures or technology arrangement. A brand-building exercise will be undertaken to give the Metro channel a distinct character.

Meanwhile, it is learnt that the information & broadcasting ministry is considering an ordinance to amend the existing cable network Act of1995 to bring the "free to air" satellite channels under the ambit of the advertising as well as programming code for broadcasters.

The move is targeted at plugging the loophole in the present Act, which keeps the FTA channels outside the ambit of the code.If this is pushed through, FTA satellite channels such as Sony, MAX, Zee TV, Zee News, MTV, CNN and BBC will not be able to garner revenues through liquor and tobacco ads or even sponsorships.Two, the programming code would impact channels like Fashion TV, which has recently even drawn flak from the I&B minister Arun Jaitley.