In a move to change its image and capture more viewers, the national broadcaster had recently replaced the DD News channel with DD Bharati and instead made the DD National channel more newsy.
It was felt that the DD logo with ‘World’ did not immediately convey the place of origin of the channel. But if ‘World’ was replaced with ‘India’, the channel would be identified as an Indian entity in the satellite markets of the West, said Prasar Bharati decision-makers. “The decision to change the name is part of the channel branding exercise undertaken by DD,” they added.
DD-World carries five news bulletins, features on topical events, entertainment programmes and films, among other programmes. Besides English and Hindi, the channel also airs programmes in Urdu, Punjabi, Telugu, Tamil, Kannada, Malayalam, Gujarati, and Marathi. The channel was launched with the objective of “building bridges of communication with Indians living abroad and showcase the real India, its culture and its values, to the entire world”.
Although global tenders had been floated earlier for selecting distributors and marketing agents for this channel in the US, UK and Canada earlier, and had not received any bids, another attempt is being made in that direction.