1. DD is the Indias premier exoteric receipts broadcaster with to a greater extent than than 1,000 transmitters covering 90% of the solid grounds population across an estimated 70 million homes. It has more than 20,000 employees managing its metro and regional channels. Recent years have seen suppuration competition from many private channels numbering more than 65, and the cable and satellite operators (C & S). The C & S network reaches nearly 30 million homes and is growing at a very fast rate.
DDs business mock up is based on selling half-hour slots of technical measure to the programme producers and charging them a minimum guarantee. For instance, the present tariff for the basic 20 episodes of a programme is Rs. 30 lakhs plus the toll of production of the programme. In exchange the producers get 780 countenances of commercial age that he can sell to advertisers and can generate revenue. Break-even accuse for producers, at the present rates, thus is Rs. 75,000 for a 10 split second advertising taint. Beyond 20 episodes, the minimum guarantee is Rs. 65 lakhs for which the producer has to charge Rs. 1,15,000 for a 10 second spot in order to break-even. It is at this point the advertisers face a problem the competitive rates for a 10 second spot is Rs. 50,000.
Producers are possessive about buying commercial time on DD. As a result the DDs projected growth of revenue is only 6-10% as against 50-60% for the private sector channels. Software suppliers, advertisers and audiences are deserting DD owing to its unrealistic determine policy. DD has three options before it. First, it should privatize, second, it should remain purely public service broadcaster and third, a middle path. The challenge seems to be to drive DDs immense potential and emerge as a formidable player in the mass media.
(i) What is the top hat option, in your view, for DD?
(ii) Analyze the SWOT factors the DD has.
(iii) Why to you think that the proposed alternative is the best?...If you want to get a full essay, order it on our website: Ordercustompaper.com
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