CHANGING Now, DD to auction prime time slots
Doordarshan is set to take on the might of commercial television networks as it prepares to procure content through auction of its prime time slots by the end of this financial year.
Based on the revenue sharing model, the move is expected to attract major production houses to the national broadcaster.
Through the “slot sale policy” the national broadcaster hopes to attract professional production houses in lieu of a share in the revenue that is earned from them.
Sources said that a proposal seeking a new approach towards acquiring programmes was cleared by the Prasar Bharati Board in a meeting held on November 5 last year.
The proposal has been pending for the past several years.
With the largest terrestrial reach across the country there have been attempts by the Prasar Bharati to revitalise the content in Doordarshan.
The auction of slots is expected to be undertaken in a phased manner, with prime time and Sunday slots likely to be put up for sale first, sources added.
Sources stated that through the slot sale policy the revenue would be generated through the advertisement time as well as the guarantee money pledged by the producer of the programme. While the producer would be able to recover his cost through half of the advertisement time, Doordarshan would ear thorough half advertisement time and annual guarantee money, sources stated.
It was felt that this policy would also help Doordarshan as it would not have to spend large amounts to acquire programmes while also ensuring that the producer maintains a high quality because of the linking of his earning with the revenue that the programme generates, sources added.
Over the past few years the Doordarshan programmes acquired through the Commissioning mode, wherein the national broadcaster pays for content creation, have not given good results.
While it was felt that Doordarshan’s major hit series like Ramayana, Mahabharat, Hum Log, Buniyaad and Chandrakanta through the slot sale method, sources stated.