Prasar Bharati, Digital Television Russia ink deal

Prasar Bharati (PB) and Russian Pay-TV programmer Digital Television Russia (DTR) today signed a deal on cooperation focussing on high quality production, marketing and distribution of content related to art, culture, research, technology in the two countries.
Prasar Bharati chairman A Surya Prakash described the Memorandum of Understanding (MoU) as "natural corollary" to the existing strong bond between the two nations.
"We have had a very long-standing and happy relationship. So, the understanding between the two major broadcasters, is only a natural corollary to the strong bond that exists between the nations," he said.
Citing Raj Kapoor films, Prakash said Bollywood has potential to make it big in Russia.

He also noted that Russian softwares, computer games and content on music, dance and tradition there will be of great interest to Indian viewers and vice versa and hoped that the programmes are cross-dubbed for respective audiences.
Prasar Bharati CEO Jawhar Sircar, who inked the agreement, said the deal was signed after weeks of negotiations which focused on eight areas mainly.

When asked whether Doordarshan being a free-to-air channel and the Russian party being a pay-tv programmer would affect kind of programmes exchanged, Sircar said, "Our objective is to see our programmes are broadcast. Whether through pay channels or non-pay, (it) doesn't matter. As long as a programme is seen by more people than it is being seen now..."

He said Prasar Bharati has in the past shared programmes to Canada and "limited groups" in US.
Dmitry Mednikov Yurievich, deputy CEO of Russia Television and Radio, said it will be "very interesting for (DTR) to launch channels which are fully dedicated to India" and that those will be promoted through different media.