The government needs to capitalize on it.
It will be an uphill battle against the private TV giants and OTT platforms but there’s an age-old adage, “Well begun is half done” and Doordarshan has done more than well in the last one month to set a solid foundation. Now with a change in the way DD procures and selects its programmes roster, it is set to challenge the private players.
The rich-tapestry of culture and tradition of India can be best understood through the goldmine of TV shows that DD possesses and it certainly seems to be the case of DD’s rise to the top-much like a phoenix. With people confined to their households, the shows have seen a colossal boost in popularity and the young generation is lapping up to it readily and soaking in Indian history. The shows are acting as a bridge between the boomers, Gen X, millennials and Gen Z at the moment. The 1986 TV drama Buniyaad saw 2.7x increase in impressions as week 12 recorded 0.06 million impressions, and week 13 the impressions were 0.16 million impressions. The detective-sleuth show Byomkesh Bakshi saw an 11x growth in viewership from week 12 (0.4 million impressions) to week 13 (4.5 million impressions). Shaktimaan, India’s own superhero that can rival Marvel’s Avengers has also given DD National a substantial boost - a 52-fold rise to 20.8 million impressions (week-13). Other classics like Shaktimaan, Byomkesh Bakshi, Shriman Shrimati, Buniyaad, Dekh Bhai Dekh, Circus are also thoroughly entertaining the TV audience and paying rich dividends to DD. The second position was held by DD Bharti show Mahabharat which had 16 million impressions. In terms of shows, Ramayan continued to be rating juggernaut amassing 61 million impressions for the Week 14 of 2020. In the 14th week of the year, the channel cumulatively recorded 1.9 billion weekly impressions and was far ahead of its competitors.
A record of sorts in the Hindi GEC category since BARC started keeping the records in 2015.Īfter that DD National’s viewership climbed to 580 million impressions in the 9 am-10.30 am slot in week 13. The inaugural episode of Ramayan had a massive audience of 34 million whereas the evening episode garnered a viewership of 45 million Indians. The writing on the wall was imminent the moment the first episode aired late last month.
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