Abstract

In the mid 1990s, a number of private cable TV channels were launched in India. With their sleek presentation and innovative programming, they were surging ahead of Doordarshan (DD) in terms of both revenue and viewership. Due to the poor management at Doordarshan, transmission quality and program content were deteriorating. Viewers began to switch to private channels, which were better at catering to their tastes and needs.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Private television channels and cable TV in India.

Keywords

private cable TV, channel, India, sleek presentation, innovative programming, Doordarshan, DD, revenue, viewership, poor management, Doordarshan, transmission quality, program content, deteriorating, tastes, needs