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 Despite its wide reach across rural and urban areas, DD was perceived as outdated and needed to maintain relevance with modern, urban viewers.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 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. Outdated Brand Perception: Viewed as a channel f...
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