DD India eyes Africa in makeover bid

While the government is yet to decide on a proposal to launch an international news channel, the Prasar Bharati is planning to re-brand DD India, its international channel, with news in English, entertainment programmes and widen its reach across the world. Africa is the first destination where it plans to enter in big way. 

Launched 17 years ago, DD India is not currently available in most countries due to lack of satellite footprint and distribution problems. The Prasar Bharati now plans to enter into agreements with foreign DTH players and explore platforms like IPTV and webcasting to address these issues. The aim is to go beyond its target audience of Indian diaspora and tap all who are interested in India. 

Prasar Bharati sources said the channel's overseas presence declined drastically even since the agreement with INTELSAT, through which DD India was uplinked, expired. Although it is technically available in 37 countries through INSAT 4-B, its actual reach is questionable as there is no tie-up with local operators for distribution. 

The content too lacks quality. Serials and soaps aired on DD National are often repeated. But now the Prasar Bharati has proposed all English programming with appropriate language sub-titles. Sources said revamping and customizing the content keeping in view the geographical diversities, infusing an element of professionalism in its packaging and marketing, and improving news and current affairs presentation has been mooted. 

The proposal suggests emphasis on news and current affairs programmes to propagate India's economic growth and brand its potential as an investment destination to the international audience. It will also seek help from Indian embassies and High Commissions abroad to forge partnerships between DD India and top distributors in various countries. 

Prasar Bharati officials said placement of DD India on appropriate DTH networks was the best available option to scale up its presence. Sources said the distribution cost in Africa was expected to be just around Rs 5 crore a year. 

There is also a strategic angle for its foray in Africa. India has high stakes in the continent where China's CCTV has a separate channel. CCTV has daily news programmes from Africa. On content side, Bollywood will get more prominence as it can appeal to the youth.

Source: http://cablequest.org/news/national-news/item/1720-dd-india-eyes-africa-in-makeover-bid.html