Doordarshan is all set to establish a new channel, DD International. According to Prasar Bharati officials, the tender is not a knee-jerk reaction and the idea has existed for a long time. The objective of the channel will be to build a global presence for Doordarshan and to establish an international voice for India.
According to the report, the objective of DD International is to “project India’s point of view globally on contemporary issues of both global and domestic significance” and to “tell the India Story to a global audience”. It also intends DD International to be the “authoritative global media source on India through credible, exhaustive and accurate global news service”.
Sources in the Doordarshan told the media that the planning and preparations for the channel have been ongoing for the last several months within Prasar Bharati, particularly with respect to distribution.
It will differ from DD India, which serves a mix of domestic and global news and is targeted mainly at the Indian diaspora settled outside the country, they added.
“There was some internal work going on in this aspect, but there was no prior experience in setting up a global channel,” a source said. “Hence it was decided to hire a private consultancy to prepare the DPR and the roadmap for this.”
Prasar Bharati CEO Shashi Shekhar Vempati told the media that the Prasar Bharati board granted its approval for the project in March. He had tweeted on March 25, “thanking” the board, “for several key decisions” including, a “key initiative approved by the Board ” to “develop a project blueprint for Doordarshan International”.
The Modi government for long time have faced criticism from International media, and this step looks like counter to the criticism.