[icernet] Prasar Bharati goes the whole hog for hard sell

[Arul Selvan]

  Finally, Prasar Bharati seems to have woken up to the growing 
competition in the broadcasting world. In a significant move, the public 
broadcaster is moving away from the practice of engaging advertising/ 
creative agencies on an ad hoc basis for particular events and 
programmes. To bring Prasar Bharati in sync with the market realities, a 
professional ad agency (or maybe two) will be selected for handling all 
the creative jobs for Doordarshan throughout the year, according to a DD 
official. If DD goes by the creative agencies feedback, the public 
broadcaster must position itself as a truly Indian channel, exploit its 
tremendous reach, talk about its strengths more forcefully, and finally 
why it should be an ideal vehicle for the fast-moving consumer goods 
sector. They were all driving at the same point - DDs exclusive 
viewership in 41 million homes out of a total of 82 million TV homes, 
and that the organisation must convince advertisers of its reach.

Source:
http://www.screenindia.com/fullstory.php?content_id=3326