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Though the figures are all but undeniable. The reach of DD is unmatched, as per the AMap report. Out of the 112 million TV households in India, 68 million (60%) are cable homes possessing access to satellite. The remaining 40% (Non Cable & Satellite) receive only Doordarshan terrestrially. DD also has its own DTH service called DD Direct Plus, which is free of charge and through various channels is expanding its reach. Seeing consternation, Lali reveals more, “We have been constantly innovating our contents, ways of presentation; we’ve hired new anchors et al to gain back the audience. Moreover, we are constantly working on the contents of our programmes with new subjects and good producers.” DD has begun gaining ground at prime time throughout the week, despite direct competition from a whole array of popular shows on other GECs. The most effective shows in its artilleries are Air Hostess, Kashmakash Zindagi Ki and Kisiki Nazar Na Lage, which have ripped the pants of competitors.

By airing programmes according to the audience taste, even viewership ratings are rocking, though Lali is dismissive about TRPs, and sarcastically says that they misguide advertising clients, “A TRP meter does not exist in any of the six lakh villages or six thousand blocks or in most of the six hundred districts of the nation. TRP is primarily driven by the amount of business that can be generated for the advertisers,” and not vice versa! And are prospective advertisers influenced by the ‘new’ DD? “DD, with its current programmes and unmatched reach, is definitely a good proposition for advertisers,” confirms an energetic Aditi Mishra, General Manager, Lodestar Universal!

Evidently, DD seems to have found its groove again, and frankly speaking, it’s purely because someone up there had the sense to change back to the standard strategy of presenting ‘interesting’ programmes with ‘attractive’ presenters. God, if only Air India also realises this sooner than later... And hey, just for information, Krishi Darshan is in its 43rd smashing year of running, and is shown everyday at 6.30 pm (right before the super shows of Sanskrit Samachar and Yog Vigyan!!!)... On second thoughts, I seriously hope TAM got it right... Never mind...