Assignment Name: Doordarshan as monopoly Module professor: Project By:

Doordarshan: Monopoly to Competition, Advertisement & Revenues Monopoly: A monopoly exists when a specific person or enterprise is the only supplier of a particular commodity.Monopolies are thus characterized by a lack of economic competition to produce the good or service and a lack of viable substitute goods.According to a strict academic definition, a monopoly is a market containing a single firm. In such instances where a single firm holds monopoly power, the company will typically be forced to divest its assets. The Introduction of Doordarshan and decline of its Monopoly: Television broadcasters started in india under All India Radio in 1959. Doordarshan became a seprate entity in the year 1976, as earlier it was the part of AIR. In 1982, DD for the 1st time provided national coverage. In 1983, the Government provided for the expansion of DD, by the end of 80s 75% of the population was covered by transmitters. In 1997, prasar bharti was introduced,Doordarshan operates 30 channels presently , including regional channels. The success of DD then was as it was the only source of entertainment back then. But, Now during the 1990s the private cable channels were launched in india. Students and housewives had plenty of time to watch most of the serials, the news, current affairs program, sports etc. But then cable TV started, and people started to get more options and they had less time on for viewing all the programs on T.V. Star a honkong based company then tied up with an indian company and then was introduced zee tv, it was the first hindi channel which was privately owned. And now was when the indian public was waiting for the shift from the monopoly of DD to satellite channels and thus many satellite channels merged. Airwaves were not the monopoly of the indian government as stated by supreme court then in 1995, helped the private entrants boost their growth. News channels which operated 24 hours, cartoon channels, even the international channels like discovery, BBC, also entered the market and there was now many options for everyone in the family be it an elderly member of the family or the young generation or the kids. This advent of satellite channels shook DD out of its complacency. DD responded to this in two ways 1st: Increasing the number of channels 2nd: Better competitive programs DD took its competition with STAR and ZEE very seriously and thus it was seen in 1995 when they launched a 24hour movie channel, which dubbed and showed english movies, it was basically to compete with the channels like starmovies But,In the 10 years most public has switched its attention to these private

channels run channels and DD has lost most of the audience that it had before the introduction of satellite channels. So this was how there was a decline of the monopoly of DD and a competitive market was being created with many new entrants, the competition slowly grew intense competition for attracting more audience grew as the statistics of the channels which were viewed mostly had the higher prices for advertising which was eventually the source of the channels revenue. Viewership amongst rural and urban audience. NEW DELHI: Prasar Bharati released the DART survey for the the week 31st December, 2006 to 6th January, 2007, according to which the average TV watching during was found to be 83 per cent in rural areas and 75 per cent in urban areas. Regarding channel watching, DD Regional attracted the highest watching (58.5 per cent) amongst the rural audience, followed by DD National (32.6 per cent). The survey is based on 2,407 panel members aged eight-plus years in TV Households of different parts of the country, of which 1,515 were from rural areas and 892 from urban areas. Daily viewership data was collected through diaries from panel members and the major trend of viewership emerging out of data analysis is summarized below. Both the evening feature films namely Friday Houseful and Saturday Jubilee were watched by the maximum audience in both the rural and urban audience and ranked 1st and 2nd amongst the top 20 programmes. On more specifically terms, the report says that for rural audience, Friday Houseful ranked 1st with 33.6 per cent viewership, followed by Saturday Jubilee (32.0 per cent), Rangoli (29.0 per cent), Main Banungi Miss India (26.9 per cent), Sanskar (25.5 per cent) etc. Whereas amongst the urban audience Saturday Jubilee ranked 1st with 27.7 per cent viewership followed by Friday Houseful (26.6per cent), Sunday afternoon feature film (25.9 per cent), Rangoli (25.7 per cent), Tu Tota Main Maina (23.1 per cent) etc. Most of the top 20 programmes in rural and urban audience of this week were also among the top 20 programmes of the last report prepared for the month of November, 2006 (for the week of November 26 to December 2, 2006), though there was variation in viewership. About the viewership of Regional Development Programmes of Agriculture, Health, and Rural Programmes of Doordarshan, the health magazine 'Kalyani' of Doordarshan Kendra, Bhopal, was watched by maximum (29-46 per cent) audience, followed by the corresponding programme watching of Gorakhpur (19-23 per cent) and Guwahati (19-22 per cent). The Regional Agriculture Programme of Doordarshan Kendra, Bhopal was watched by maximum 31-44 per cent rural audience, followed by the corresponding programme watching of Bhubaneswar (18-25 per cent), Guwahati (11.6-13.6 per cent), Jalandhar (7.5-19 per cent) and

Thiruvananthapuram (5-6 per cent). The Narrowcast Agriculture Programme of Doordarshan Kendra, Gorakhpur which is the only Narrowcast Programme being covered in DART Survey, attracted 16.5 to 20 per cent rural audience and 17 to 23 per cent urban audience, showing that the programme is equally popular with semi urban audience also, who are more or less linked with agriculture profession. The rural programme 'Gramin Bharat' of Doordarshan Kendra, Bhubaneswar was watched by maximum 15 to 19 per cent rural audience. Advertisement Revenue For DD. Doordarshan telecasts advertisements for goods and services, but the acceptance is governed by a comprehensive advertising code. Advertisements for cigarettes, tobacco products, liquor, wine and other intoxicants are not accepted. Advertisements in Hindi and English are telecast on DD National and DD News channels, while advertisements in regional languages are telecast on the Regional Language Channels. Bookings are normally accepted through accredited and registered agencies. The commercial revenue of Doordarshan has been on an upswing for over five years now. This has been achieved by improved slot management and introduction of high quality programming on various Doordarshan channels, marketing of sporting events etc.

Some Stastics: Year 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 Total Gross Revenue (Rs. in crores) 637.51 615.21 553.81 530.23 665.27 986.00

Following is the Advertising Rate card on DD1 Time Of Telecast Spot buy rate(per 10sec)

8:30pm to 11:00pm (Sun-Thurs) 8:00am to 3:00pm (Sunday) Feature Film at 9:30pm (Friday & Saturday) Before & After English and Hindi News Bulletins (8:00pm & 8:15pm) In-between the National News Bulletins Before Hindi News & English News in Morning (7:00am & 7:15am respectively) Feature Film (Sunday) on Delhi + LPT (4:00pm to 6:30pm) 5:30am-7:00am (all days) 7:30am-3:00pm (MonSat)Womens Oriented Programmes & Serials (12:00noon to 3:00pm) 3:00pm-4:00pm (Sun)

Rs.60,000/Rs.60,000/Rs.75,000/Rs.75,000/Rs.85,000/Rs.20,000/Rs.40,000/Rs.15,000/Rs.15,000/-

Rs.15,000/-