Last year, DDs total revenue stood at Rs 968 crore of which 65% contribution came from serials, while cricket generated 25%. Films managed to contribute Rs 95-110 crore only. For 2006-07, DD is looking at crossing Rs 1,200 crore, with films expected to contribute over 30% in revenue.
A high-level panel headed by Prasar Bharati CEO Brijeshwar Singh as the chairman, and Doordarshan DG LD Mandloi met recently to draft the new film policy to boost DDs revenue from films by 35-40%.
For DD, films would be the next revenue growth engines. Showcasing of latest films like Munna Bhai and Swades, advertisers are willing to pay Rs 80,000-1,00,000 for 10-second slot, a source close to the development told FE. According to its new policy, DD has lined up a slew of latest Bollywood hits, and its Saturday film will give a net revenue realisation of Rs 70 lakh, sources said.Cricket is expected to contribute too. Last year, DD generated Rs 80-90 crore from cricket. This year, because of 80:20 revenue sharing agreement with BCCI, it is not expected to generate more than Rs 100-110 crore in advertising revenue, sources said.
Prime-time serials are the biggest revenue contributors for DD delivering a television rating of 6-7. Advertisers are paying Rs 15-20 lakh for the 30-minute prime time serials. In terms of advertising revenue, DD comes second only to STAR TV India, a Prasar Bharati official told FE. DD is also planning to launch a movie channel carrying latest blockbuster on its free-to-air DTH service in return for movie-fee from the producers and special discounts to advertisers.