In this Digital era remaining relevant is the most tedious task and in this reprobate world, the situation is even much more difficult when the focus is on TRPs rather than content. The Internet has so much revolutionised things, even beyond our expectations and imagination. In the present scenario, it is really challenging for Prasar Bharti to remain a force to reckon with. A journey started in 1956 till the appearance of satellite channels both Doordarshan and All India Radio have ruled India unchallenged. From only cricket commentary days to live coverage of the 1983 World Cup finals Doordarshan was the heartbeat of every Indian household. Who can forget the days of telecast of epics Ramayan and Mahabharat, when the whole nation used to come to standstill on Sunday, a civil curfew-like situation never seen before it and factually never seen again despite hundreds of channels now producing 24X7 content? Those golden old days have not returned after that. It is also a fact that the role played by AIR and Doordarshan in eradicating Polio was when every 10 min reminder for Polio drops were flashed, the bombardment of advertisement and its effect. Even recently ‘Har Ghar Toilet’ campaign has been a major game changer under Swatch Bharat Abhiyaan. PM Modi’s unique effort, ‘Mann Ki Baat is a flagship program for which the whole nation eagerly waits for a whole month and even in the ninth year it hasn’t lost its charm a bit. At present Doordarshan has 36 DD channels on cable, DTH, mobile app, YouTube channels and of course International DD India with broadcast in 190+ countries. Similarly, AIR has 653 transmitters for 43 Vividh Bharti Channels, 25 rainbow Channels and 4 FM Gold channels. Despite so much network and infra at its disposal yet Prasar Bharti’s both verticals have lost much space to private players and day by day both content and quality of programs produced are not up to the mark of private channels’ content. Because of this GoI has come out with a mega up-gradation plan to the tune of two thousand five hundred plus crore under Broadcast Infrastructure Network Development (BIND). The aim and focus are to upgrade studios, transmitters, and better quality programs to increase the outreach and of course, broaden the viewership base exponentially. Though satellite channels have captured urban masses yet a monthly rent of three hundred plus per TV is beyond the common man’s reach more so for eighty-three crore people who have to survive with Government-provided monthly ration. The Government is planning to distribute eight lakh DTH dishes specifically to counter communist propaganda and of course in border states neighbouring Nepal, Pakistan and Bangladesh. With high-powered transmitters, all programs will be available in the major area of Nepal which is of utmost importance to counter China’s increasing influence in the area. Border districts with Pakistan and Bangladesh are also vulnerable to enemy propaganda as such has to be countered effectively.
The percentage viewership of Doordarshan, AIR and FM channels will definitely increase with better penetration and quality programs. Ladakh also gets its due share as Leh earth station has been upgraded to a 24X7 channel. But despite so much up-gradation and budgetary provisions Jammu’s Dogri Channel still remains elusive, factually equipment meant for the Jammu Channel had already been moved to other Kendras. Given the G20 Presidency is with India now, the role of official broadcaster will be of much significance, and the magnitude of responsibilities increased manifold as the onus of showcasing unity in the diversity of India lies with Prasar Bharti now. A timely initiative by GoI, much beneficial for local artisans, artists and technicians. Major boost to regional languages but producing world-class programs, especially from the tourism point of view will be a challenge. GoI has provided the wings and let’s hope Prasar Bharti reaches new heights this time.
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