20 October, 2020

Heard The News Lately?

DD's new, newsy channel is playing fast and slick. If only the babus don't say: rukawat ke liye khed hain.

Jitender Gupta
Heard The News Lately?
Here's a cliched DD image. A bone-rigid news presenter detailing the monsoon's advance in deathly tones, as if it were Nadir Shah's army. Then again, talk shows where sleepy participants mumble their views on matters of national sub-importance. The sets austere, the reports often pandering to the egos of the powers-that-be. Most experts expected Doordarshan's news channel DD News, launched last November, to be pro-government, dull and a short-term venture that would be closed down after the national elections. But that was then. Now it's no longer easy, or cool, to dismiss the news dished out by DD.

Within months, DD News has shown what it is capable of. Among the plethora of news channels, its TRPS in cable homes has zoomed, making it the second-most watched channel, just behind Aaj Tak. DD has arrived in style even in homes considered a hunting ground of peppier, yuppie channels. Even the bosses at Prasar Bharati, the autonomous body that oversees the state-run AIR and DD, didn't expect this. They thought DD News might muster revenues of Rs 2 crore in the first five months...


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