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Doordarshan
to auction late night slots on Metro
Enthused by the whopping Rs. 121 crore
revenue from the six ‘Golden Hours’ on DD2 sold
to Australian media magnate Kerry Packer, Doordarshan has
now decided to auction the 2200 hrs to 0030 hrs slot for a
period of one year.
The entire commercial revenues from the metro DD2 had been
a mere Rs. 54 crore before the auction of the slot for a whole
year from 1900 hrs to 2200 hrs with repeats from 0900 hrs
to 1200 hrs to packer’s channel nine.
According to a press note, the five half-hour slots on DD2
from 2200 hrs to be auctioned from April will have Free Commercial
Time (FCT) of 300 seconds per day but will have different
floor prices: Rs. 15 crore from 2200 hrs, Rs. 7.5 crore from
2230 hrs, Rs. two crore from 2300 hrs, Rs. 1.5 crore from
2330 hrs and Rs. 50 lakh from midnight.
The programming for the first hour has to be in Hindi but
can later be in Hindi/English.
Potential bidders would have to give a processing fee of Rs.
10,000 along with the earnest money quoted in the bid by January
15. Pre-qualification bids would be opened on that day and
the financial bids on January 17.
While the viewership of DD2 had remained more or less static
before Channel Nine came into the picture, the revenue had
fallen from Rs. 103 crore in 1996-97 to Rs. 75 crore in 1998-99
and Rs. 57 crore in 1999-2000.
UNI
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