The growth of DTH (direct to home) operators in a rural market has reduced the time spent on DD. FMCG marketers like HUL or Colgate & Palmolive who has deeply attached with rural markets by using DD for advertising. DD represents the heritage of our country and it truly reflects the spirit of India. While it is true that with time its relevance has been challenged. Entertainment quality and the number of FTA channels are an increase, as a result, advertising on DD has been badly affected.
DD has, particularly in the remote corners of the country, the broadcaster should focus on enhancing the quality of content to increase its relevance today.It was in the late ‘90s when Doordarshan broadcast popular television shows like Hum Log, Malgudi Days, Circus, etc.
DD is delivering good numbers in rural India, it struggles to stay relevant with the changing times. By all standards, content stands as the winner because with digitization and increasing penetration, FTA channels are delivering stronger viewership versus DD,” says Shekhar Banerjee, chief operating officer, Madison Media.
As per BARC
India, only two FMCG companies make it to the top 10 advertisers list on DD
National — HUL and P&G, with 149 and 166 insertions, respectively (All
India, 2+, Weeks 1-5, 2018). The pubcaster does not figure in the top 10 Hindi
GEC channels, as per the data shared by BARC India (HSM, 2+, Weeks 1-5, 2018).
