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Prasar Bharati
will launch a common news pool for its two wings Doordarshan and
All India Radio, and also get AIR and DD to promote each others
programmes.
According to
well-placed officials DD and AIR, a committee has been formed to
decided the details of the strategy, which is expected to help the
two broadcasters tackle competition from private players.
"We have
planned to assist each other with a series of cross-promotions.
Both will start to share resources by launching a common news pool,"
a DD official said.
"A special
committee has been set up to form a unified command for the two
wings. One objective of the exercise is co-location of radio and
TV shortly," he said.
AIR will broadcast
details of programmes on DD, while the television channel will do
the same for AIR. This will be done at the national as well as the
regional level.
Private producers
will not be entertained in this cross-promotion scheme. "Our
target is to focus on in-house productions," an AIR official
said.
Meanwhile,
DD’s international face, DD World, plans to become a pay channel.
The PAS-10 satellite based digital channel will start earning subscription-based
revenues once it goes pay.
It will become
the second pay channel in the DD bouquet. Last year, DD Sports became
pay on the eve of Olympics 2000.
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