In order to offer relevant, updated and focused picture of India to the global community, the information and broadcasting (I&B) ministry has kick started the R100-crore revamp of DD India, its only international channel. With a likely positioning of an “infotainment channel”, the government is looking to improve connectivity and carriage of the 16-year-old DD India from 30-35 countries, currently to around 100 countries.

Taking the initiative, I&B minister Ambika Soni has asked for stronger coordination between the I&B and the external affairs ministries to finalise the roadmap for revamp and repositioning of DD India in a time-bound manner.

“The ministry of external affairs will seek feedback from key Indian missions abroad on the expectations of the Indian diaspora from DD India,” a government official said. Initially, R100 crore has been earmarked for the revamp. The amount will be spent between now and the first year of the 12th Plan period, the official added.

The government is looking to completely modify the programme content of DD India to suit the needs and aspirations of the Indian diaspora.

“When the world is fast becoming a global village, why is that DD India has not found relevance among the Indian diaspora whereas other Indian satellite channels like Zee and Star are subscribed by lakhs of Indians abroad,” the official said.

According to sources, private broadcasters like Star, Zee, Sony, NDTV and Viacom18 together generate over R2,500 crore in revenue from abroad while DD India is not even available in several countries.

DD India was launched in 1995 by Doordarshan to cater to the NRI population. Initially, its services covered the Saarc (South Asian Association For Regional Cooperation) countries, West Asia, Central Asia, North Africa and Europe. Later, Doordarshan also entered into an agreement with the international direct-to-home platforms like Echostar and Astra to distribute DD India (then also called DD World) in 79 countries. Back then, Doordarshan had also taken the services of Accenture to advice it on restructuring of DD channels, sources said.

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