All eyes on new look DD National

Doordarshan (DD) National is on a revamping spree. It is not only sprucing up its Prime Time on weekdays, but is strengthening its weekend fare too. New shows are from different genres like period drama, chat show, a love story and a couple of family soaps – objective, of course is to tap target audience across demographics.

Mukesh Sharma,  Addl – DG, Commercial Revenue Department- Doordarshan, emphasizes on the need for reworking on the content strategies and to develop a connect with younger and discerning audience. He says, “It is very important to have the present generation connected with the channel. The older generation is already aware about us. Also, we need to change the mindsets, so we won’t have just stories where the mother-in-law and the daughter-in-law are having problems. That is the reason we have introduced a bouquet of shows and the stories we have chosen are not the typical run-of-the-mill types.”

Deepa Chandra, ADG (DD National) adds, “Our aim behind the launch of fresh programming is to attain a renewed and appealing look. This time in our prime time band are not just focused on women oriented programmes, but are also bringing forth shows of different genres in three phases to allure masses.”
Sharma believes that as the national broadcaster, DD National’s responsibility lies beyond providing just entertainment to the audience. He explains, “I am addressing the citizens of this country and not the consumers. I want it to be a family affair, so that everyone can gather at one place and watch these shows. Today the channels have done the fragmentation, that’s where I feel if I should bring the society together.”

Period drama to be launched on August 15 would be shown on Saturdays and Sundays at 8 P.M. The one hour show is the story of independence struggle and revolves around a path breaking newspaper Ranbheri.

DD National plans to capture Sunday morning slot with a chat show Koshish Se Qamyabi Tak. The chat show, tracing celebrities’ struggles on their way to success would be launched on 16th August. To be aired at 10:30 am slot, it would be anchored by veteran Kiran Juneja.  Sharma says, “I have personally worked on the sets and have heard artists appreciating it.”

This is followed by Dil Ko Aaj Fir Jeene Ki Tamanna Hai which starts on August 17th at 9:00 pm, Monday-Friday. It is the love story of a small town girl from Patiala and a city bred boy. When asked how far the new show would succeed in making a mark in the aggressively competitive 9 p.m. slot, Sharma says, “Dil ko Aaj Phir Jeene Ki Tamanna Hai, has been developed really well, so it should compete well with the other shows in the slot,” he adds, “BBC has its own standing in the market and their production and performance has been really well.”

Beti Ka Farz, to be aired Monday to Thursday at 10 P.M. slot starting 24th August is the story of a married daughter trying to balance life between her in laws and her parents.
The last to be launched in the phased introduction of new shows this month is the daily show called 40 Plus, beginning from Aug 31st at 8:00 pm, Monday-Friday. Annu Kapoor brings to DD National his ' slice of life' story of people over forty, tracing their angst, frustrations, emotions, ambitions, dreams and struggles.

It is after a long time that DD National is overhauling its Prime Time and weekend programming.  The need is for a big marketing push – with 1.1 million fans on Facebook and 91.5 thousand followers on Twitter, it is getting its act together on social media as well.

Among others, advertisers would be looking at DD National’s new avatar with a keen eye. If it does win the perception battle, with its massive reach it would provide tough competition to other Hindi GEC as far as the share of ad pie goes.