The fund will be used to improve their infrastructure, expand coverage and strengthen content in an attempt to compete better with private television channels and radio stations, as per media sources.
It has drafted elaborate plans to enhance broadcast capacity, improve infrastructure and increase the expanse of coverage to match the viewership and listenership of private television and radio companies. The money sanctioned to both entities will be across financial years 2018-19 and 2019-20.
DD has been sanctioned Rs 200 crore exclusively for overhauling its content.
Media sources citing an official said: “As a public broadcaster, DD has the responsibility to air programmes and messages that are socially relevant, which private broadcasters don’t do. DD cannot put out programmes with a certain content that can be money-spinners for some private channels. So the idea is to generate content that can grab eye-balls but still have a healthy mix of issues such as health, empowerment, environment and social justice.”
At present, DD runs 23 channels in the country, and has earned Rs 318.06 crore from government advertisements and Rs 157.59 crore from corporate ads during the year ended 31 March, 2017.