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    Presentation On Doordarshan: Presented by

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    Satyendra Singh
    Doordarshan was once the dominant player in the Indian television market but lost its leadership position with the emergence of cable and satellite television. It went through three stages - a golden era of leadership without competitors, a maturity stage where private channels began emerging as threats, and a declining stage where it lost most of its viewership and revenue to competitors. The key reasons for its downfall included a lack of evolution and modernization, failure to see private channels as threats, excessive government interference, and lack of effective marketing. Steps suggested for revival include developing marketing strategies, consumer research, improved advertising sales, and hiring professional talent on contract basis.

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    Presentation On Doordarshan: Presented by

    Uploaded by

    Satyendra Singh
    769 views19 pages
    Doordarshan was once the dominant player in the Indian television market but lost its leadership position with the emergence of cable and satellite television. It went through three stages - a golden era of leadership without competitors, a maturity stage where private channels began emerging as threats, and a declining stage where it lost most of its viewership and revenue to competitors. The key reasons for its downfall included a lack of evolution and modernization, failure to see private channels as threats, excessive government interference, and lack of effective marketing. Steps suggested for revival include developing marketing strategies, consumer research, improved advertising sales, and hiring professional talent on contract basis.

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    DOORDARSHAN

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    Doordarshan was once the dominant player in the Indian television market but lost its leadership position with the emergence of cable and satellite television. It went through three stages - a golden era of leadership without competitors, a maturity stage where private channels began emerging as threats, and a declining stage where it lost most of its viewership and revenue to competitors. The key reasons for its downfall included a lack of evolution and modernization, failure to see private channels as threats, excessive government interference, and lack of effective marketing. Steps suggested for revival include developing marketing strategies, consumer research, improved advertising sales, and hiring professional talent on contract basis.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    769 views19 pages

    Presentation On Doordarshan: Presented by

    Uploaded by

    Satyendra Singh
    Doordarshan was once the dominant player in the Indian television market but lost its leadership position with the emergence of cable and satellite television. It went through three stages - a golden era of leadership without competitors, a maturity stage where private channels began emerging as threats, and a declining stage where it lost most of its viewership and revenue to competitors. The key reasons for its downfall included a lack of evolution and modernization, failure to see private channels as threats, excessive government interference, and lack of effective marketing. Steps suggested for revival include developing marketing strategies, consumer research, improved advertising sales, and hiring professional talent on contract basis.

    Copyright:

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    Download as PPTX, PDF, TXT or read online from Scribd
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    of 19

    PRESENTATION ON

    DOORDARSHAN

    PRESENTED BY:
    RAHUL GUPTA
    SARVESH PANDEY
    SUBANSH
    INDEX
    EXECUTIVE SUMMARY
    OVERVIEW
    LIFE PERIOD
    I. LEADER
    II. MATURITY
    III. DECLINING
     MAJOR CAUSE
     RECOMMENDATIONS
    EXECUTIVE SUMMARY:
    This case study analysis deals with Doordarshan,which was a leader in
    the Indian television market once.Indian television broadcasting market
    was ruled by DD,which was almost having monopoly in the market,but
    with the entrance of the Cable & satellite channels into this market
    caused the downfall of DD.It suffered great losses in terms of both
    viewership as well as revenues.Doordarshan was unable to stand in front
    of its competitors.
    In this case,different stages of life
    period of DD is under study,and mainly it is also to be analysed that what
    was the reason of the the downfall of the doordarshan.Through this case
    study,different reasons due to which DD losed its supremacy in the
    market are analysed and also different steps which should be taken to
    overcome this situation are also discussed.
    An Overview:-
    Doordarshan is just like a giant who does not realise its
    strength.
    DD was launched in 1959 as the National Television Network
    with a modest 21 community sets, in Delhi. The year 1982 saw
    the introduction of a regular satellite link between Delhi and
    different transmitters, which kick started the transmission of the
    National Programme. In the same year DD switched to colour
    transmission
    So widespread was its influence that it had penetrated into
    every nook and corner of the country cutting across
    demographic and geographic barriers. DD had a three-tier
    programme service - National, Regional and Local.
    DOORDARSHAN
    Doordarshan which was once the market leader of the Indian
    television broadcasting industry,but it lost it’s market position very
    fastly once it’s competitors entered the market.
    In 1997, The Indian broadcasting bill was introduced in Parliament.
    The bill was not passed but it was enforced through an ordinance
    nearly a decade when after it was enacted. DD was brought under a
    holding company called the 'Prasar Bharti'.
     In the early 1990's, about 479 mn people in Indian homes
    viewed DD.It was ahead of the private channels in terms of
    viewership with a 90% reach. However, in the late 1990's it could
    not maintain the lead and private channels were catching up in
    terms of revenue even though they lagged behind in viewership
    and reach.
    LIFE PERIOD
    OF
    DOORDARSHAN!!!
    Golden Era:-
    From the mid 1980’s till late 1990’s,DD ruled the Indian
    market almost like a king.It had a total monopoly in the market
    as there were no competitors of doodarshan.
    We can say that it was the good old days of doordarshan when
    many of the programmes of DD almost made unforgettable
    memories in the mind of the viewers. Doordarshan National had,
    by far, the most popular programmes, in all parts of the country,
    on a national basis and in many regions. 
    If we say that during that era,whatever broadcasted on DD
    became a superhit,it would not be wrong.Whatever
    serials,cartoons,advertisements,etc. which came on DD at that
    time are still well settled in our memories.
    So,this era was like whatever Doordarshan was touching
    turned into gold.
    And than there were Mahabharat,Mungerilal ke hasin
    sapne,Tehkikat,Dekh Bhai Dekh,Vikram Betal and many
    more……….
    Even the advertisements were a big hit:
    Washin powder Nirma, Washing powder
    Nirma
    Doodh si safedi, Nirma se aayi
    Rangeen kapde bhi khil khil jaaye

    Vicco turmeric,
    Nahin cosmetic
    Vicco turmeric ayurvedic cream

    I'm a Complan Boy and I'm a Complan Girl.


    Competitor’s Threats(Maturity Stage):
    During early 90’s,cable television channels started making
    inroads into the indian televison market.
    Thus, many private channels were launched to tap the nascent
    cable television in India.
    In the early 1990's, about 479 mn people in Indian homes
    viewed DD and an additional 1.5mn watched DD on community
    sets. DD was ahead of the private channels in terms of
    viewership with a 90% reach. However, in the late 1990's it could
    not maintain the lead and private channels were catching up in
    terms of revenue even though they lagged behind in viewership
    and reach.
    Launched in 1992, Zee TV was the driver of the expansion of
    cable television in India. During 1992-94, there was rapid
    increase in the number of cable connections in western and
    Northern India
    BetweenThough till mid 90’s,DD had an incredible reach of 70 mn
    homes in comparison to C&S's reach to only 30 mn homes, it could not
    turn this network into an advantage
     1994 & 2000, advertising expenditure through Doordarshan increased
    from approximately Rs. 450 crores to Rs. 780 crores; at about 10% p.a.
    On the other hand, the advertising income of the satellite television
    channels increased by nearly twenty fold in the same period; from Rs.
    102 crores to over Rs. 2,050 crores, during this period.   
    Declining Viewership:
    90
    80
    70
    60
    50
    % SHARE40
    %DD
    30 %SATELLITE

    20
    10
    0
    1994 1995 1996 1997 1998 1999
    YEAR 2000

    SOURCE:CARAT MEDIA SERVICES


    Era of DD becoming almost a History:
    Doordarshan being the market leader once,almost became a part of the
    history by early 2000.There were many reasons contributing to this
    situation but major reasons were:-
    Very fast increasing trend of the viewers turning towards the Cable &
    satellite channels.
    Fast decrease in the TVR’s of the DD programmes.
    Sources of revenues started shrinking for DD,as major advertisers
    also sidelined themselves from the channel,perhaps with the major
    reason could also be attributed to its pricing for the advertisement
    slots. DD charged the producers around Rs 1 lakh for 10 seconds
    whereas some highest rated soap on C&S homes charged half of that.
    Fall of revenue:-
    6

    4
    Series 1
    3 Series 2
    Series 3
    2

    0
    Category 1 Category 2 Category 3 Category 4
    RUKAWAT KE
    LIYE KHED HAI
    Major Causes of Downfall:
     DD had weaknesses on many fronts.Inspite of having control over
    almost whole market,DD never tried to keep in pace with the market.
    Thus,main reason for the lagging behind of DD was mainly due to
    mismanagement of many affairs.
    Ironically the first competitor of DD was DD itself.It happened with
    the launch of DD Metro.DD Officials felt that the National channel
    would play the role of public broadcaster and DD Metro would be the
    commercial channel. But it increased the confusion among the Private
    producers and advertisers.They argued that no other network has got two
    channels competing against each other.
    DD never sensed the cable & satellite channels as their threats and
    never tried to evolve itself with time.So,DD had never proper marketing
    strategy against its competitors who made full use of this weakness of
    DD and took advantage.
    DOORDARSHAN
    Excessive interfere and control of government was also a
    major reason of DD being unable take major steps required for
    its development. Thus,it had to work under a lot of restrictions
    which slowly deteriorated its working efficiency required for its
    growth.
    Another major problem that plagued DD, was the lack of a
    marketing team, which could market the advertisement slots as
    a package.Thus,it caused the loss of revenue from
    advertisements from major advertisers who turned for cable
    channels
    Steps required for the revival
    of Doordarshan:
    Development of marketing strategy and its implementation, on a
    national and regional basis. 
    Consumer Understanding and Marketing Research 
    Marketing and sale of advertising time; and other products and
    services. 
    Contact with advertisers and agencies; and understanding the
    various ‘markets’ within which the business operates. 
    It would be necessary to go to the market to hire the very best
    employee in a particular professional category. For
    which,remuneration may be provided on the basis of a renewable
    contract for five years, subject to a satisfactory annual
    performance review.
    THANK YOU!!!!

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