BRAND AUDIT ON DOORDARSHAN
A BRIEF HISTORY & OVERVIEW OF DOORDARSHAN
Doordarshan is an Indian public service broadcaster, a division of Prasar Bharati. It is one of the largest broadcasting organizations in India in terms of the infrastructure of studios and transmitters. The DD provides television, radio, online and mobile services throughout metropolitan and regional India, as well as overseas through the Indian Network and Radio India. It was founded by Government of India on 15th September, 1959. The CEO of Doordarshan is B.S. Lalli. Doordarshan had a modest beginning with the experimental telecast starting in Delhi with a small transmitter and a makeshift studio. The regular daily transmission started in 1965 as a part of All India Radio. The television service was extended to Mumbai and Amritsar in 1972. Up until 1975, only seven Indian cities had a television service and Doordarshan remained the sole provider of television in India. Television services were separated from radio in 1976. Each office of All India Radio and Doordarshan were placed under the management of two separate Director Generals in New Delhi. Finally, in 1982, Doordarshan as a National Broadcaster came into existence. DD started off its operations with a Public Service Aim behind it… • To inform
• To educate
• To entertain
The 80s were noted for Hum Log (1984), Buniyaad (1986–87) and comedy shows like Yeh Jo Hai Zindagi (1984). * Hum Log, Buniyaad, and Nukkad along with mythological dramas such as Ramayan (1987–88) and Mahabharat (1989–90), Shaktimaan, India's First Superhero, glued millions to Doordarshan as did shows such as Bharat Ek Khoj, The Sword of Tipu Sultan and The Great Maratha. * Hindi film songs based programs like Chitrahaar, Rangoli, Ek Se Badkar Ek and Superhit Muqabla. * Crime thrillers like Karamchand , Barrister Roy, Byomkesh Bakshi and Reporter . * Shows targeted at children included Dada Dadi ki Kahaniyan, Malgudi Days, Tenali Rama and Potli Baba Ki . *
Other popular shows included Neem Ka Ped, Fauji, Alif Laila and Talaash , Srimaan Srimati, Tu Tu Mein Mein, Zabaan Sambhal Ke , Dekh Bhai Dekh, Sansaar, Swabhimaan, Shanti , Jaspal Bhattis Flop Show and Chandrakanta. * Sarab Sanji Gurbani was the first sponsored programme on Doordarshan, sponsored by Texla TV
Doordarshan also telecasted English cartoons at 12.00 noon during summer vacations in a programme named "Fun Time" which showed cartoons like Spider-Man, Giant Robo , Gayab Aaya, Guchhae,He-Man and the Masters of the Universe, Jungle Book Shonen Mowgli ,Talespin & Duck Tales also the comic plays of Charlie Chaplin, Laurel & Hardy and Didi's Comedy Show. * Among the earliest documentary films produced by Doordarshan in Delhi are The Peacock Calls [Mor Machay Shor] (1968), TRS-FRS (1968), The Floods May Come and Go (1969), and University Girls (1971).
DD had the distinction of being one of the world’s largest terrestrial networks. It was the biggest media organization in the country covering over 90.1 % of its population and 78.2 % of its area. Doordarshan operated 24 channels – Four All India Channels, Eleven Regional Languages Satellite Channels, Eight Hindi Belt Network and One International Channel. Doordarshan had a three-tier programme service – National, Regional and Local. The NATIONAL Programmes included News, Current Affairs, Science, Cultural Magazines, Sports, Music, Dance, Drama, Serials and Feature Films. The REGIONAL Programmes carried on all the Transmitters in the different states of India dealing with similar programmes, but in the language and idiom of the particular Region/State. The LOCAL Programmes were area specific and cover local issues featuring local people. On DD National, regional and local programmes were carried on time sharing basis. DD News channel which was launched on 3rd November, 2003 replaced the DD Metro Entertainment channel and provided 24 hour news service. The Regional...
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