DD METRO SLASHES AD TARIFF NEW DELHI: As advertisers continue to shun Doordarshan’s Metro Channel (DD 2), and switch allegiances to other satellite channels, the Prasar Bharati board has been forced to reduce the channel’s advertisement rates. The unprecedented move which comes close on the heels of DD’s decision to close down DD3, is expected to save the day for several producers who have been complaining about the channel’s high ad rates. Many producers preferred to take their serials off air from Metro Channel because of their inability to sell commercial time. Recently, serials like Desh-Pardesh were withdrawn because the money from advertisements were not sufficient to cover the costs. Producers of serials which are on minimum guarantee (MG) scheme on DD 2, have also been complaining against the scheme, which, they say, should be abolished at least on DD 2. because advertisers have not been willing to switch to DD 2, preferring the satellite channels instead. Some leading advertising and marketing agencies are believed to have told Prasar Bharati CEO, SS Gill, during their recent meeting in Mumbai, that to bring back the sponsors who have shifted allegiances to other satellite channels, DD should rationalise its commercial terms for programmes both on DD 1 and DD 2. Gill, at that time, had assured them that Doordarshan would “look into the matter”. A research agency in Delhi was asked to submit a report on the advertisement rates on DD. The agency, sources say, has submitted a report to Gill in which a substantial cut in the ad rates on DD 1 and 2, was advised. Says a senior DD official, “The commercial terms for the programmes on the Metro Channel are rationalised with effect from February 1, 1998. This step, basically, is to bring back the advertisers who have left DD for other satellite channels.” Sources say that Doordarshan is also considering reducing sponsorship fees on DD 1. But nothing concrete is finalised yet. The following are the revised rates on DD2:
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