Doordarshan, Pvt Channels To Float Independent Ratings Agency

Private satellite channels and Doordarshan (DD) will jointly set up a corporate body to make the rating system more reliable for advertisers and viewers, chief executive of DD and All India Radio, S S Gill, said yesterday.

Doordarshan is also trying to lure back 50 big advertisers, who had deserted it for private satellite channels, by sprucing up its programmes.

DD has also agreed to the formation of a consortium of three marketing agencies Delhi-based STRACON, Mumbai-based Nimbus and Dheeraj Kumars Creative Eye to bid for international sporting events alongwith ESPN and Star Sports for exclusive airing in India on DD.

 

Addressing his second press conference, an ebullient Gill said, I discussed the rating system with private channels like Zee TV, Home TV, Sony TV, BiTV. All of us have agreed to form an independent body to carry out more broadbased audience research than what is provided by the peoplesmeter which is slightly skewed. The findings of this body will help advertisers as well as viewers.

Gill made it clear that though revenue may be the second priority for DD and AIR, it is not a marginal issue.

An indication of this is the formation of the marketing consortium and the okaying of mega serials in the sponsored category to be made by the likes of Ramesh Sippy, Govind Nihalani, Saeed Mirza, Prakash Mehra, B R Chopra and Gulzar.

The serials will not be worse than what we are showing on at present, Gill said. Asked about the cost of the megaserials, Gill quipped, it is their (the producers) funeral, why should I be bothered about it (cost).

He added that to give young filmmakers an outlet for their talent, DD will commission teleserials and telefilms.

The Prasar Bharti board has also taken a decision to review all on-air serials, including mythologicals, and DD-3. Movies on DD are also to be reduced from the present 27 per week to six per week. Gill, however, clarified that no decision has been taken as yet to discontinue mythologicals.

Sounding a warning to DD employees who had threatened to go on strike, Gill said he was ready to discuss their problems, but cannot be armtwisted into it. The employees can go on strike, but they will get no salary for the striking period, he said.

DD is trying to win back 50 big advertisers who had deserted it for private satellite channels by sprucing up its programmes