New Delhi: To commemorate “Golden Jubilee of Doordarshan’’ Apeejay Institute of Mass Communication (AIMC) organized a National Seminar on “Public Service Broadcasting : Challenges Ahead’’.
Eminent figures Mr.Sunit Tandon, ( Director of Indian Institute of Mass Communication) and noted theater personality and formerly CEO Lok Sabha Channel, Ms.Annapurna (Director, Corporate Communication TERI), Mr.Vikram Channa (Vice President, Discovery and Animal Planet), Mr.Pervaiz Alam (India head, Radio drama team, BBC World Service Trust ) and Mr.Sushil Pandit (Noted Advertising Professional & CEO-The Hive) and noted academician Prof. Devesh Kishore dwelt at length on the importance of PSB and the challenges in the context of the advent of satellite channels.
Doordarshan which had its modest beginning in Delhi on 15th September 1959 completed its 50 glorious years and its role as a public service broadcaster. This also coincides with the Public Service Broadcasting Day being celebrated every November to mark the first and the only visit by the Father of the Nation, Mahatma Gandhi to Akashvani Studios in New Delhi.
In his opening remarks Prof. Ashok Ogra, Director, AIMC highlighted the key milestones of Doordarshan, and the factors of its recent decline in popularity.
Mr.Sunit Tandon highlighted some characteristics of Public Service Broadcasting such as its availability, independence, impartiality of judging, variety of programme & financial matters.
Mr.Vikram Channa delivered a presentation on ‘Future of Documentary Scene’ and stressed the importance of ‘story-telling’ in retaining the audience interest.
Ms.Annapurna Vancheswaran of TERI refereed to the critical importance of using mass media such as Doordarshan for popularizing public service messages – particularly those relating to environment and climate change.
Mr.Sushil Pandit in his detailed presentation spoke about the methodology used in arriving at TRPs, and that Doodarshan will have to take the competition into consideration while formulating their strategies. “The days of monopoly are over, and the audience now has a choice”, he further added.
In his presentation on the “Future of Radio”, Mr. Alam said that the future belongs to local radio as long as it reflects their interests and needs. “Radio expansion is a good thing but we need trained manpower to manage these station”, he added.
The function was attended by students and faculty from IP University, IMS (NOIDA) and Rajasthan University, Jaipur and also many experts from the industry – all of whom took part in the discussions that followed .