Doordarshan’s Problems*

            


Details

Case Code : CLBS014
Publication date : 2004
Subject : Business Strategy
Industry : Television Network
Length : 05 Pages
Price : Rs. 50

To download this case click on the button below, and select the case from the list of available cases:

» Business Strategy
Short Case Studies
» Business Strategy Case Studies**
» Case Studies Collection
» ICMR Courseware
» View Detailed Pricing Info

Key words:

Private channels, commercial channel, preferred package, Direct to Home (DTH), corporate entity, advertisement slots.


* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The caselet provides an overview of the problems faced by DD due to mismanagement and competition from private channels. In mid 1990s cable reached many Indian homes and many private channels were launched. Poor quality of transmission and program content prompted viewers to switch to private channels.

Issues:

 » Mismanagement of affairs in Doordarshan

 » Threat posed by the private channels

 » Low content and broadcasting quality.
Introduction

Doordarshan (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.

In 1984, DD added a second channel (DD 2) to provide an alternative option to the metropolitan population of Delhi, Mumbai, Kolkata and Chennai. DD 2 was targeted at urban viewers, particularly the young viewers...

Questions for Discussion:

1. The present problems in DD have their roots in the mismanagement of affairs. Critically examine the above statement.

2. Though by 2000, 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. Discuss the steps taken by DD to revive itself.