Straight Answers Oct 24, 2002, 09.40pm IST

Mukesh Sharma, director, Doordarshan Kendra, Mumbai, on Doordarshan Kendra, Mumbai, completing 30 years.
Doordarshan Kendra, Mumbai, has completed 30 years. What’s the journey been like?
The kendra used to be number one in the early and mid-’80s with programmes like Chitrahaar, Chhayageet, Phool Khile Hai Gulshan Gulshan. After that, there was a downslide for 12 to 15 years, till we got back again from 2000 onwards when the kendra revived itself and gained its lost glory. In fact, Mumbai Kendra got the best kendra award last year.
DD clearly has not been able to withstand competition from private channels.
DD per se has no competition with private channels. The reach of DD is around 85 per cent in the country, whereas private channels can be viewed by only 15 to 20 per cent. Basically, DD is a public service broadcaster where it can’t think in terms of earning revenue because it has a social responsibiltity towards the citizens. Private channels have a responsibility towards consumers and shareholders.
In these saas-bahu and game-show days, where does DD’s programming stand?
DD’s programming has to be different from private channels. If everyone shows saas-bahu dramas, who will focus on programming that’s information-oriented and educational. DD, however, does have entertainment programmes. These are during prime time.
Isn’t DD’s bureaucratic style of functioning an impediment?
Now, with Prasar Bharati, DD is changing its work culture. It’s getting to be like a corporate. Will DD’s annual awards instituted last year be held in Mumbai this time? Yes. This is a major function for us, costing 50 lakh. The awards function is on November 23 at Goregaon Sports Club. Information and Broadcasting Minister Sushma Swaraj is the chief guest.
What’s the response to DD’s Marathi channel Sahyadri?
Sahyadri is the number one channel today compared to all other Marathi channels. We have feature films, Chhayageet and other phone-in helpline programmes like Hello Sakhi and Hello Doctor which have a good viewership.
Roshni Olivera roshni.olivera@timesgroup.com

SOURCE:http://timesofindia.indiatimes.com/articleshow/26190207.cms