CASE 1: DOORDARSHAN: INDA'S NATIONAL PUBLIC SERVICE BROADCASTER

 

Doordarshan Brand Case Study: Reinventing a Legacy Broadcast Network

Doordarshan Brand Logo

Background

Doordarshan (DD), India’s national public service broadcaster, was established in 1959. It monopolized television broadcasting until the 1990s, with shows like Ramayan, Mahabharat, and Hum Log becoming cultural milestones. However, with the liberalization of India’s economy and the rise of private satellite channels in the 1990s, Doordarshan faced increasing competition.

Despite its wide reach across rural and urban areas, DD was perceived as outdated and needed to maintain relevance with modern, urban viewers. Its challenge lay in revitalizing the brand while maintaining its core identity as a public service broadcaster.

---

Challenges Faced

1. Changing Viewer Preferences:

   • Rise of private channels offering diverse content (e.g., Star TV, Zee, Sony).
   • Growing preference for entertainment over educational or news programming.

2. Outdated Brand Perception:

   • Viewed as a channel for older generations and rural audiences.
   • Associated with government propaganda and lacking innovation.

3. Technology Disruption:

   • Growth of cable TV, OTT platforms, and streaming services shifted viewers away from traditional TV.
   • Poor content digitization and online presence limited DD's appeal among younger audiences.

4. Revenue Decline:

   • Loss of ad revenue to private broadcasters due to shrinking urban viewership.
   • Reliance on government funding limited operational flexibility.

---

Rebranding Strategy and Initiatives

1. Content Revamp:

   • Relaunched classic shows (e.g., Ramayan and Mahabharat) during the COVID-19 lockdown, which saw record-breaking viewership.
   • Introduced regional content and diversified programming with news, sports, entertainment, and education to attract broader audiences.
   • Collaboration with private production houses to develop new, engaging shows.

2. Modernization of Brand Identity:

   • Introduced a new logo and visual identity in 2019, signaling modernization while retaining cultural roots.
   • Enhanced marketing campaigns on social media platforms to connect with younger viewers.

3. Digital Presence and OTT Integration:

   • Launched DD Free Dish, a free-to-air DTH platform, to capture rural audiences while providing regional content.
   • Strengthened online presence by hosting content on YouTube and the Prasar Bharati app, leveraging streaming trends.

4. Focus on Public Service Broadcasting:

   • Maintained commitment to public service content, such as news, education programs, and rural outreach.
   • Highlighted the channel's role in nation-building and promoted it as a reliable source of information.

5. Sports Broadcasting Rights:

   • Acquired broadcasting rights for events like India’s cricket matches, Olympics, and Asian Games to attract viewership.
   • Collaborated with All India Radio to offer live sports commentary, further boosting engagement.

---

Impact and Results

1. Lockdown Success:

   • During the 2020 COVID-19 lockdown, Ramayan and Mahabharat became two of the most-watched shows globally, reviving interest in Doordarshan.

2. Increased Viewership in Rural Areas:

   • DD Free Dish emerged as a significant success, increasing rural reach and offering free content access to millions.

3. Enhanced Digital Reach:

   • The channel’s content on YouTube and mobile apps gained traction, helping Doordarshan expand into the digital ecosystem.

4. Positive Brand Perception:

   • The brand was re-positioned as a modern yet reliable source of information while retaining its legacy as a cultural icon.

---

Lessons from the Doordarshan Case

1. Leveraging Legacy: Reviving nostalgic content can help reconnect with older viewers and introduce the brand to younger audiences.
2. Adapting to Changing Preferences: Continuous innovation and diversification in programming are essential to stay relevant.
3. Digital Integration: A strong digital presence is crucial in a competitive media landscape dominated by streaming platforms.
4. Balancing Public Service with Entertainment: Fulfilling both public service mandates and entertainment needs can attract a wider audience.

---

Conclusion

Doordarshan’s rebranding journey illustrates the challenges faced by legacy brands in a competitive, rapidly evolving market. Through content revamps, digital integration, and a renewed focus on sports broadcasting, Doordarshan has been able to revive its relevance while continuing to fulfill its mission as a public service broadcaster. The case offers valuable insights into how heritage brands can reinvent themselves without losing their core identity.

Brand Logo Source: https://admin.indiantelevision.com/satellites/satelite-operators/dd-channels-shift-satellite-to-finally-settle-on-insat-4b-051228