Viewers of Doordarshan, which has struggled to get top quality programmes, can now look forward to mega budget productions as the public broadcaster has decided to share revenue with producers if they provide superior content.

As part the new strategy, Doordarshan has decided to air big-budget programmes for which producers can also bring advertisers or enter into arrangement with private channels for jointly telecasting cost intensive productions.

Prasar Bharati Board has recently approved proposals which allow Doordarshan to go for Advertiser Funded Programmes (AFPs) and other models of content sourcing like revenue sharing with producers along with simulcasting with private channels, senior officials said.

Under the revenue sharing mode, the producer will offer the programme to Doordarshan for telecast free of cost.

However, the producer will be entitled to share the revenue earned by Doordarshan through telecast of this programme to be separately accumulated in a dedicated escrow account.

The revenue share arrangement will be such that Doordarshan is able to recover, at least, the opportunity cost of airtime bands in which the programme is telecast.

Officials say that till now Doordarshan commissioned programmes which worked well in getting content of a routine nature but was not able to get ambitious programmes.

“A large number of quality producers and directors approach Doordarshan for commissioning of programmes which due to shortage of funds was unable to show their programmes.

Budget constraints also meant that only a few programmes could be sourced. So, finally a change in approach has been undertaken,” a senior official said.

Revenue Sharing and Simulcast models

Source said that a change in the mind of Prasar Bharati happened as a result of profitable experiments in content and revenue sharing with private channels like Star Plus for ‘Satyamev Jayate’ which starred Aamir Khan, ‘Saraswati Chandra’ and with Zee for TV series ‘Ramayan’.

An analysis of TRP’s by Doordarshan found that programmes, which were simulcast, garnered high ratings for Doordarshan telecast as well as substantial revenue earnings.

“On the basis of this experience, it is felt that the Revenue Sharing and Simulcast models can be effective vehicles of acquiring high value programmes both from alliances with Channels and with established production houses,” a senior official said.

Under the simulcast model, Doordarshan may enter into arrangements with private TV channels for simulcast of ambitious, high value programmes in alliance with private channels.

AFP model for acquiring programmes

Apart from revenue sharing and simulcasting, another way in which Doordarshan is looking forward to overcome its budgetary constraints to get big productions is the AFP model.

Under the AFP model for acquiring programmes, the advertising revenue will be linked to the proposal. Before submission of proposal, the applicant producer will be required to identify an advertiser who can commit to fund the programme and pay a fee to Doordarshan for each telecast.

“Such proposals will be accepted only if accompanied by an undertaking by the concerned advertiser. The producer will be responsible for supply of programmes and the advertiser will be responsible for making payment of specified fee for each telecast,” a senior official said.

He said there will be a tripartite agreement for telecast of programme between Doordarshan, producer and advertiser which will have a clause that the producer will only be paid when the advertiser pays Doordarshan.

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