[icernet] Prasar bharati steps on the gas pedal

[Arul Selvan]

Revenue is the buzzword these days in broadcasting and media 
organisations. Everybody, from Zee to Sony and Star, is busy counting 
the green paper and unveiling initiatives to augment revenue. Prasar 
Bharati or Broadcasting Corporation of India has also joined the 
bandwagon. The autonomous body overseeing the functioning of Doordarshan 
and All India Radio, it seems, has realised that revenue is as important 
as playing the role of a public service broadcaster.So, in a bid to met 
its annual revenue target, Prasar Bharati has stepped on the gas pedal 
and is exploring newer pastures and opportunities, says Prasar Bharati 
chief executive KS Sarma, frankly admitting that DD has fallen short of 
its revenue targets.

Source:
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