Description
Exercising of media broadcasting by the nations’ Government is broadly known as Public
Broadcasting. It is financed and controlled by the public, for the public. It is neither commercial
nor state-owned; it is free from political interference and pressure from commercial forces. In broadcasting, public service includes the social welfare of people, spreading
information, speaking to and engaging as a citizen.
1 | n u 1 v m l
PIBLII
BRBABIASTIXB IX
IXBIA
By: Kunal Siivastava
2 | n u 1 v m l
Public 8roadcastlng ln lndla
1he lndlan constltutlon has guaranteed lreedom ol speech and expresslon as lundamental
rlghts ol lndlvlduals. ln the Artlcle 19 (1) (a) ol the lndlan Constltutlon, lt ls stated: ºAll cltlzens
shall have the rlght to lreedom ol speech and expresslon". 8roadcastlng ls the most lmportant
mass communlcatlon channel through whlch the rlght to lreedom ol speech and expresslon l.e.
to recelve and lmpart lnlormatlon and dlssemlnate ldeas lreely and wlthout lnterlerence can be
sustalned. ln a developlng Country llke lndla wlth lt's hlgh level ol llllteracy, people llvlng below
poverty llne and havlng problems ln galnlng access to lnlormatlon, the role ol publlc
broadcastlng ls crltlcal to the bulldlng ol democratlc ethos, developlng economy, soclal value
system and culture.
What |s ÞU8LIC 8kCADCAS1ING?
Lxerclslng ol medla broadcastlng by the natlons' Covernment ls broadly known as Þubllc
8roadcastlng. lt ls llnanced and controlled by the publlc, lor the publlc. lt ls nelther commerclal
nor state-owned, lt ls lree lrom polltlcal lnterlerence and pressure lrom commerclal lorces. lt
lncludes radlo, televlslon, lnternet and other medla outlets whose prlmary mlsslon ls Þubllc
Servlce. ln broadcastlng, publlc servlce lncludes the soclal wellare ol people, spreadlng
lnlormatlon, speaklng to and engaglng as a cltlzen.
Þubllc 8roadcastlng ls wlde ranglng ln lts appeal, rellable, entertalnlng, lnstructlve and
lnlormatlve, who serves only one master - Þubllc. lt strlves to engage all communltles through
evocatlve broadcast programmes and outreach pro[ects. lt channellzes the lnlormatlon and
ldeas to help lmprove communltles soclally, culturally and economlcally.
1hrough publlc servlce broadcastlng, cltlzens are lnlormed, educated and also entertalned.
Þubllc servlce broadcastlng can serve as a keystone ol democracy when lt ls guaranteed wlth
plurallsm, programmlng dlverslty, edltorlal lndependence, approprlate lundlng, accountablllty
and transparency.
What are the Þub||c broadcast|ng |nst|tut|ons |n Ind|a?
1he Ma[or lnstltutlon lor publlc broadcastlng ln lndla ls Þrasar 8haratl. Þrasar 8haratl through
All lndla 8adlo (Al8) and uoordarshan (uu) networks provlde maxlmum coverage ol the
populatlon and are one ol the largest terrestrlal networks ln the world.
Þrasar 8haratl provlde most elllclent medla content ol the hlghest quallty that wlll empower
and enllghten the cltlzens ol lndla and lts audlences outslde the country through orlglnal and
relevant programmes whlch lnlorm, educate and entertaln people.
3 | n u 1 v m l
What are the Þub||c 8roadcast|ng |nst|tut|ons abroad?
1. 88C (8r|t|sh 8roadcast|ng Corporat|on) - unlted klngdom
2. Nnk(N|ppon nosso kokka|) - !apan
3. k1nk (kad|o 1e|ev|s|on nong kong) - Pong kong
4. Ck1I (Cff|ce de rad|od|ffus|on-tó|óv|s|on frança|se) - lrance
3. 2DI (2weites ueutsches lernsehen) - Cermany
6. kAI (kad|ote|ev|s|one Ita||ana) - ltaly
7. k1VL (kad|o y 1e|ev|s|ón Lspaño|a) - Spaln
8. C8C (Canada 8roadcast|ng Corporat|on) - Canada
9. Þ8S (Þub||c 8roadcast|ng Serv|ce) - uSA
10. CÞ8 (Corporat|on for Þub||c 8roadcast|ng) - uSA
11. A8C (Austra||an 8roadcast|ng Corporat|on) - Australla
now d|d Þub||c 8roadcast|ng began |n Ind|a?
8roadcastlng ln lndla was started by lndlan 8roadcastlng Company (l8C) way back ln 1927. lt
went lnto llquldatlon due to llnanclal problems and was closed down ln March 1930.
Covernment made an attempt to start ln Aprll 1930 as lndlan 8roadcastlng Servlce and agaln lt
was closed down ln 1931. ln 1936 the name ol ºAll lndla 8adlo" (Al8) was adopted lor
8roadcastlng Servlces. Slnce then lt has been growlng at last speed. 1hls was the age ol 8adlo ln
lndla.
1hen came the televlslon to lndla wlth the broadcastlng ol 'uoordarshan' (uu) on Sept 13, 1939
as the natlonal 1elevlslon network ol lndla. lt all started wlth the help ol unLSCC (unlted
natlons Lducatlonal Sclentlllc and Cultural Crganlzatlon), who gave lndla $20,000 and 180
Þhlllps sets to uoordarshan. 1he broadcastlng equlpment was donated by Cermans who had
come lor an lndustrlal exhlbltlon. 1he llrst telecast started on Sept 13, 1939 ln new uelhl. 1here
were only two one-hour programmes a week, each ol one hour duratlon. 1he early
programmes on these experlmental broadcasts were generally educatlonal programmes lor
school chlldren and larmers. Several communlty televlslon sets were set up ln uelhl's rural
areas and schools around uelhl lor the dlssemlnatlon ol these programmes.
Alter a gap ol about 13 years, second televlslon statlon was establlshed ln 8ombay ln 1972 and
by 1973 there were llve more televlslon statlons at Srlnagar (kashmlr), Amrltsar (Þun[ab),
Calcutta, Madras and Lucknow. ln 1976, uoordarshan, whlch was All lndla 8adlo's televlslon
arm untll then became a separate department. lor many years the transmlsslon was malnly ln
black & whlte. 1elevlslon lndustry got the necessary boost ln the elghtles when uoordarshan
lntroduced color 1v durlng the 1982 Aslan Cames.
4 | n u 1 v m l
ln 1997, Þrasar 8haratl, a statutory autonomous body was establlshed. uoordarshan along wlth
Al8 was converted lnto government corporatlons under Þrasar 8haratl. 1he Þrasar 8haratl
Corporatlon was establlshed to serve as the publlc servlce broadcaster ol the country whlch
would achleve lts ob[ectlves through Al8 and uu. 1hls was a step towards greater autonomy lor
uoordarshan and Al8. Powever, Þrasar 8haratl has not succeeded ln shleldlng uoordarshan
lrom government control.
now d|d Doordarshan opened a who|e new wor|d of v|sua| med|a wh|ch never
ex|sted before?
ln 1963, uoordarshan started broadcastlng news. A couple ol years later they came up wlth an
Lngllsh current allalr bulletln named 'Þerspectlve' and then, came Lngllsh news ln 1971. ln
1973, vlkram Sarabhal came up wlth hls lndlan natlonal Satelllte (lnSA1) plan to send 1v slgnal
all over lndla. lnltlally an Amerlcan satelllte was used lor the purpose. Cn Aprll 1, 1976 lndlra
Candhl went on televlslon to announce the separatlon on uoordarshan lrom All lndla 8adlo.
uoordarshan got lts slgnature - nlu (natlonal lnstltute ol ueslgn) deslgned montage wlth muslc
by great 8avl Shanker. ln 1984 was born uu 2. 1hen came the golden era ol uoordarshan - the
80s that started wlth Aslan Cames, color broadcast and mega (132 eplsode) tele-serlal Pumlog
based on work ol Plndl wrlter Manohar Shyam !oshl whlch was lnsplred by Mexlco's 1969
popular serlal 'Slmplemente Marla'. 1hlngs were on a roll lor uoordarshan. 1v ads were born
and so were vldeos on natlonal lntegrlty.
1he 80s was the era ol uoordarshan wlth soaps llke Pum Log (1984), 8unlyaad (1986-87),
comedy shows llke ?eh !o Pal Zlndagl (1984) and mythologlcal dramas llke 8amayan (1987-88)
and Mahabharat (1988-89), glued mllllons to uoordarshan. Cther popular programs lncluded
Plndl lllm songs based programs llke Chltrahaar and 8angoll and crlme thrlllers llke karamchand
(starrlng Þanka[ kapoor), 8yomkesh 8akshl (starrlng 8a[lt kapur) and !ankl !asoos.
Þresently, uoordarshan operates 20 channels - two All lndla channels, 12 8eglonal languages
Satelllte Channels (8LSC), lour State networks (Sn), an lnternatlonal channel, a Sports Channel
and two channels (uu-8S & uu-LS) lor llve broadcast ol parllamentary proceedlngs.
uu-lndla ls also belng broadcast lnternatlonally vla Satelllte. lor lnstance, uu-lndla ls avallable
ln the uk through the Luroblrd Satelllte. 1hough the tlmlng and programmlng ls dlllerent lrom
the transmlsslons ln lndla. ln the uk lt ls avallable on the Sky system on Channel 833 (the logo ls
shown as 8ayat 1v). uu-lndla ls avallable ln 146 countrles.
What Soc|a| respons|b|||ty does Þub||c 8roadcast|ng |nst|tut|ons (Doordarshan &
A|| Ind|a kad|o) p|ay |n Ind|a?
Þubllc 8roadcastlng or Þubllc servlce broadcastlng has the responslblllty to provlde servlces to a
publlc comprlsed ol many lndlvlduals wlth dlllerent llngulstlc cultures, languages, wlde ranglng
dlllerences and broad slmllarltles.
S | n u 1 v m l
1. uphold unlty, lntegratlon and values ol country
2. Saleguardlng the cltlzens rlght to be lnlormed
3. Malntalnlng lalr balance ln the lnlormatlon llow
4. Þromotlng educatlon speclally ln llelds ol agrlculture, rural development, envlronment,
health, lamlly wellare, sclence and technology
3. Þromotlng language and cultures ol dlllerent reglons
6. Þromotlng sports and games, so as to encourage healthy competlton
7. upllltlng ol women
8. Þrovldlng relevant knowledge to youth
9. Þromotlng soclal [ustlce and combatlng exploltatlon and lnequallty
10. 1aklng speclal steps to protect the lnterests ol chlldren, bllnd, and handlcapped
11. Þromotlng research and development
What ro|e does Þub||c 8roadcast|ng p|ays |n educat|on sector |n Ind|a?
1elevlslon constltutes an lmportant medlum wldely used to dlssemlnate lnlormatlon to lts
vlewers. lt has the unlque leature ol comblnlng audlo and vlsual technology, and thus
consldered to be more ellectlve than audlo medla. lt serves multlple purposes ol
entertalnment, lnlormatlon and educatlon. 1elevlslon ln educatlon has undergone many
lncarnatlons. lt has been used extenslvely ln conventlonal and dlstance educatlon lormats. 1he
developed countrles are taklng lull advantage ol televlslon ln educatlon. 1hls has greater scope
ln developlng countrles also.
Þrasar 8haratl, through lts varlous ma[or educatlonal pro[ects, gathered a large number ol
vlewers and lmparted educatlon to prlmary, secondary and unlverslty level students. 1he
varlous ma[or pro[ects were:
1. Secondary School televlslon pro[ect (1961)
2. uelhl Agrlculture 1elevlslon (uA1v) Þro[ect (krlshl uarshan) (1966)
3. Satelllte lnstructlonal 1elevlslon Lxperlment (Sl1L) (1973)
4. lndlan natlonal Satelllte pro[ect (lnSA1) (1982)
3. uCC-Plgher Lducatlon 1elevlslon Þro[ect (PL1v) (1984)
6. lCnCu-uoordarshan 1elecast (1991)
7. Cyan-uarshan Lducatlonal Channel (2000)
now |s Þub||c 8roadcast|ng d|fferent from Commerc|a| 8roadcast|ng?
Þubllc servlce broadcastlng dlllers lrom commerclal broadcastlng lor purely ol polltlcal reasons
because ol lts speclllc responslblllty, lts agenda ls dlllerent. lts ob[ectlve ls publlc servlce. lt
provldes the whole soclety wlth lnlormatlon, culture, educatlon and entertalnment, lt enhances
6 | n u 1 v m l
soclal, polltlcal and cultural cltlzenshlp and promotes soclal unlty. llrstly, pure commerclal
broadcastlng does not meet the lull needs ol lnlormlng, and entertalnlng the vast sectlons ol
populatlon ln any natlon, especlally those llvlng ln remote corners ol towns and vlllages ln many
countrles.
1he prlvate channel dellvers to an audlence and ls not a vehlcle lor dellverlng new ldeas,
lnlormatlon and educatlon to lts vlewers and llsteners. Pence, lor cltlzens ol the country who
need to be lnlormed and educated about aspects llke opportunltles ln varlous vocatlons,
lmprovements ln technologles, or avallablllty and growth ln varlous sectors, these channels
have llttle to oller.
Content on these channels may have lound hlgh entertalnlng value amongst the mass
audlences that today reaches small towns and even vlllages, but thls content slmply does not
provlde the klnd ol speclallzed educatlon and lnlormatlon people ln thls stratum ol soclety
requlre. Secondly, even ll commerclal broadcastlng channels do oller some content that ls ol
slgnlllcance and relevance to the people ln the lar and remote corners ol lndla, the low
purchaslng power ol these cltlzens make thls content lnaccesslble to them.
7 | n u 1 v m l
Prasar 8harati SWO1 Analysis
5trenqths
1. Legacy
2. 8eaches to maxlmum populatlon especlally ln remote areas (Coverage ol 99°
populatlon)
3. Largest terrestrlal network ln the World
4. Stand out lrom all other channels
3. Caters to multlple demands - news, Soaps, Movles, lnlormatlon, Culs
6. Carrles burden ol soclal responslblllty
7. Addresses natlonal lssues
8. natlonal lntegratlon
9. Speclal programmes to educate larmers
10. uoes not need speclal cable tv connectlon to watch
weoknesses
1. Lack ol 1echlnques
2. Lack ol 8esearch
3. not lnnovatlve
4. lalls to capltallze ln opportunltles
3. Pandles the lnltlatlves badly
6. Strlct rules ol channel make programmes less creatlve
7. Shows are not popular amongst SLC A, 8
8. no presence on lnternet to provlde broadcasted programmes
9. Þoor quallty ol programs ln terms ol creatlvlty and executlon
Opportunities
1. uoordarshan and Al8 are stlll the blg names ln the televlslon lndustry and has a large
number ol vlewers, whlch they need to capltallze on.
2. lndla has a young populatlon, so why not glve them a chance ln order to get lresh ldeas.
3. Cnllne medla access
4. needs to lnvest more ln quallty
1hreots
1. Cther prlvate channels catch vlewershlp by showlng klnd ol content audlence wants to
see llke latest movles, sports, dally soaps etc
2. Þrlvate channels turnlng lnto Pu quallty are attractlng vlewers
3. 8lgld lormat ol programmes and strlngent norms make vlewer dlspasslonate about
uoordarshan.
doc_586470032.pdf
Exercising of media broadcasting by the nations’ Government is broadly known as Public
Broadcasting. It is financed and controlled by the public, for the public. It is neither commercial
nor state-owned; it is free from political interference and pressure from commercial forces. In broadcasting, public service includes the social welfare of people, spreading
information, speaking to and engaging as a citizen.
1 | n u 1 v m l
PIBLII
BRBABIASTIXB IX
IXBIA
By: Kunal Siivastava
2 | n u 1 v m l
Public 8roadcastlng ln lndla
1he lndlan constltutlon has guaranteed lreedom ol speech and expresslon as lundamental
rlghts ol lndlvlduals. ln the Artlcle 19 (1) (a) ol the lndlan Constltutlon, lt ls stated: ºAll cltlzens
shall have the rlght to lreedom ol speech and expresslon". 8roadcastlng ls the most lmportant
mass communlcatlon channel through whlch the rlght to lreedom ol speech and expresslon l.e.
to recelve and lmpart lnlormatlon and dlssemlnate ldeas lreely and wlthout lnterlerence can be
sustalned. ln a developlng Country llke lndla wlth lt's hlgh level ol llllteracy, people llvlng below
poverty llne and havlng problems ln galnlng access to lnlormatlon, the role ol publlc
broadcastlng ls crltlcal to the bulldlng ol democratlc ethos, developlng economy, soclal value
system and culture.
What |s ÞU8LIC 8kCADCAS1ING?
Lxerclslng ol medla broadcastlng by the natlons' Covernment ls broadly known as Þubllc
8roadcastlng. lt ls llnanced and controlled by the publlc, lor the publlc. lt ls nelther commerclal
nor state-owned, lt ls lree lrom polltlcal lnterlerence and pressure lrom commerclal lorces. lt
lncludes radlo, televlslon, lnternet and other medla outlets whose prlmary mlsslon ls Þubllc
Servlce. ln broadcastlng, publlc servlce lncludes the soclal wellare ol people, spreadlng
lnlormatlon, speaklng to and engaglng as a cltlzen.
Þubllc 8roadcastlng ls wlde ranglng ln lts appeal, rellable, entertalnlng, lnstructlve and
lnlormatlve, who serves only one master - Þubllc. lt strlves to engage all communltles through
evocatlve broadcast programmes and outreach pro[ects. lt channellzes the lnlormatlon and
ldeas to help lmprove communltles soclally, culturally and economlcally.
1hrough publlc servlce broadcastlng, cltlzens are lnlormed, educated and also entertalned.
Þubllc servlce broadcastlng can serve as a keystone ol democracy when lt ls guaranteed wlth
plurallsm, programmlng dlverslty, edltorlal lndependence, approprlate lundlng, accountablllty
and transparency.
What are the Þub||c broadcast|ng |nst|tut|ons |n Ind|a?
1he Ma[or lnstltutlon lor publlc broadcastlng ln lndla ls Þrasar 8haratl. Þrasar 8haratl through
All lndla 8adlo (Al8) and uoordarshan (uu) networks provlde maxlmum coverage ol the
populatlon and are one ol the largest terrestrlal networks ln the world.
Þrasar 8haratl provlde most elllclent medla content ol the hlghest quallty that wlll empower
and enllghten the cltlzens ol lndla and lts audlences outslde the country through orlglnal and
relevant programmes whlch lnlorm, educate and entertaln people.
3 | n u 1 v m l
What are the Þub||c 8roadcast|ng |nst|tut|ons abroad?
1. 88C (8r|t|sh 8roadcast|ng Corporat|on) - unlted klngdom
2. Nnk(N|ppon nosso kokka|) - !apan
3. k1nk (kad|o 1e|ev|s|on nong kong) - Pong kong
4. Ck1I (Cff|ce de rad|od|ffus|on-tó|óv|s|on frança|se) - lrance
3. 2DI (2weites ueutsches lernsehen) - Cermany
6. kAI (kad|ote|ev|s|one Ita||ana) - ltaly
7. k1VL (kad|o y 1e|ev|s|ón Lspaño|a) - Spaln
8. C8C (Canada 8roadcast|ng Corporat|on) - Canada
9. Þ8S (Þub||c 8roadcast|ng Serv|ce) - uSA
10. CÞ8 (Corporat|on for Þub||c 8roadcast|ng) - uSA
11. A8C (Austra||an 8roadcast|ng Corporat|on) - Australla
now d|d Þub||c 8roadcast|ng began |n Ind|a?
8roadcastlng ln lndla was started by lndlan 8roadcastlng Company (l8C) way back ln 1927. lt
went lnto llquldatlon due to llnanclal problems and was closed down ln March 1930.
Covernment made an attempt to start ln Aprll 1930 as lndlan 8roadcastlng Servlce and agaln lt
was closed down ln 1931. ln 1936 the name ol ºAll lndla 8adlo" (Al8) was adopted lor
8roadcastlng Servlces. Slnce then lt has been growlng at last speed. 1hls was the age ol 8adlo ln
lndla.
1hen came the televlslon to lndla wlth the broadcastlng ol 'uoordarshan' (uu) on Sept 13, 1939
as the natlonal 1elevlslon network ol lndla. lt all started wlth the help ol unLSCC (unlted
natlons Lducatlonal Sclentlllc and Cultural Crganlzatlon), who gave lndla $20,000 and 180
Þhlllps sets to uoordarshan. 1he broadcastlng equlpment was donated by Cermans who had
come lor an lndustrlal exhlbltlon. 1he llrst telecast started on Sept 13, 1939 ln new uelhl. 1here
were only two one-hour programmes a week, each ol one hour duratlon. 1he early
programmes on these experlmental broadcasts were generally educatlonal programmes lor
school chlldren and larmers. Several communlty televlslon sets were set up ln uelhl's rural
areas and schools around uelhl lor the dlssemlnatlon ol these programmes.
Alter a gap ol about 13 years, second televlslon statlon was establlshed ln 8ombay ln 1972 and
by 1973 there were llve more televlslon statlons at Srlnagar (kashmlr), Amrltsar (Þun[ab),
Calcutta, Madras and Lucknow. ln 1976, uoordarshan, whlch was All lndla 8adlo's televlslon
arm untll then became a separate department. lor many years the transmlsslon was malnly ln
black & whlte. 1elevlslon lndustry got the necessary boost ln the elghtles when uoordarshan
lntroduced color 1v durlng the 1982 Aslan Cames.
4 | n u 1 v m l
ln 1997, Þrasar 8haratl, a statutory autonomous body was establlshed. uoordarshan along wlth
Al8 was converted lnto government corporatlons under Þrasar 8haratl. 1he Þrasar 8haratl
Corporatlon was establlshed to serve as the publlc servlce broadcaster ol the country whlch
would achleve lts ob[ectlves through Al8 and uu. 1hls was a step towards greater autonomy lor
uoordarshan and Al8. Powever, Þrasar 8haratl has not succeeded ln shleldlng uoordarshan
lrom government control.
now d|d Doordarshan opened a who|e new wor|d of v|sua| med|a wh|ch never
ex|sted before?
ln 1963, uoordarshan started broadcastlng news. A couple ol years later they came up wlth an
Lngllsh current allalr bulletln named 'Þerspectlve' and then, came Lngllsh news ln 1971. ln
1973, vlkram Sarabhal came up wlth hls lndlan natlonal Satelllte (lnSA1) plan to send 1v slgnal
all over lndla. lnltlally an Amerlcan satelllte was used lor the purpose. Cn Aprll 1, 1976 lndlra
Candhl went on televlslon to announce the separatlon on uoordarshan lrom All lndla 8adlo.
uoordarshan got lts slgnature - nlu (natlonal lnstltute ol ueslgn) deslgned montage wlth muslc
by great 8avl Shanker. ln 1984 was born uu 2. 1hen came the golden era ol uoordarshan - the
80s that started wlth Aslan Cames, color broadcast and mega (132 eplsode) tele-serlal Pumlog
based on work ol Plndl wrlter Manohar Shyam !oshl whlch was lnsplred by Mexlco's 1969
popular serlal 'Slmplemente Marla'. 1hlngs were on a roll lor uoordarshan. 1v ads were born
and so were vldeos on natlonal lntegrlty.
1he 80s was the era ol uoordarshan wlth soaps llke Pum Log (1984), 8unlyaad (1986-87),
comedy shows llke ?eh !o Pal Zlndagl (1984) and mythologlcal dramas llke 8amayan (1987-88)
and Mahabharat (1988-89), glued mllllons to uoordarshan. Cther popular programs lncluded
Plndl lllm songs based programs llke Chltrahaar and 8angoll and crlme thrlllers llke karamchand
(starrlng Þanka[ kapoor), 8yomkesh 8akshl (starrlng 8a[lt kapur) and !ankl !asoos.
Þresently, uoordarshan operates 20 channels - two All lndla channels, 12 8eglonal languages
Satelllte Channels (8LSC), lour State networks (Sn), an lnternatlonal channel, a Sports Channel
and two channels (uu-8S & uu-LS) lor llve broadcast ol parllamentary proceedlngs.
uu-lndla ls also belng broadcast lnternatlonally vla Satelllte. lor lnstance, uu-lndla ls avallable
ln the uk through the Luroblrd Satelllte. 1hough the tlmlng and programmlng ls dlllerent lrom
the transmlsslons ln lndla. ln the uk lt ls avallable on the Sky system on Channel 833 (the logo ls
shown as 8ayat 1v). uu-lndla ls avallable ln 146 countrles.
What Soc|a| respons|b|||ty does Þub||c 8roadcast|ng |nst|tut|ons (Doordarshan &
A|| Ind|a kad|o) p|ay |n Ind|a?
Þubllc 8roadcastlng or Þubllc servlce broadcastlng has the responslblllty to provlde servlces to a
publlc comprlsed ol many lndlvlduals wlth dlllerent llngulstlc cultures, languages, wlde ranglng
dlllerences and broad slmllarltles.
S | n u 1 v m l
1. uphold unlty, lntegratlon and values ol country
2. Saleguardlng the cltlzens rlght to be lnlormed
3. Malntalnlng lalr balance ln the lnlormatlon llow
4. Þromotlng educatlon speclally ln llelds ol agrlculture, rural development, envlronment,
health, lamlly wellare, sclence and technology
3. Þromotlng language and cultures ol dlllerent reglons
6. Þromotlng sports and games, so as to encourage healthy competlton
7. upllltlng ol women
8. Þrovldlng relevant knowledge to youth
9. Þromotlng soclal [ustlce and combatlng exploltatlon and lnequallty
10. 1aklng speclal steps to protect the lnterests ol chlldren, bllnd, and handlcapped
11. Þromotlng research and development
What ro|e does Þub||c 8roadcast|ng p|ays |n educat|on sector |n Ind|a?
1elevlslon constltutes an lmportant medlum wldely used to dlssemlnate lnlormatlon to lts
vlewers. lt has the unlque leature ol comblnlng audlo and vlsual technology, and thus
consldered to be more ellectlve than audlo medla. lt serves multlple purposes ol
entertalnment, lnlormatlon and educatlon. 1elevlslon ln educatlon has undergone many
lncarnatlons. lt has been used extenslvely ln conventlonal and dlstance educatlon lormats. 1he
developed countrles are taklng lull advantage ol televlslon ln educatlon. 1hls has greater scope
ln developlng countrles also.
Þrasar 8haratl, through lts varlous ma[or educatlonal pro[ects, gathered a large number ol
vlewers and lmparted educatlon to prlmary, secondary and unlverslty level students. 1he
varlous ma[or pro[ects were:
1. Secondary School televlslon pro[ect (1961)
2. uelhl Agrlculture 1elevlslon (uA1v) Þro[ect (krlshl uarshan) (1966)
3. Satelllte lnstructlonal 1elevlslon Lxperlment (Sl1L) (1973)
4. lndlan natlonal Satelllte pro[ect (lnSA1) (1982)
3. uCC-Plgher Lducatlon 1elevlslon Þro[ect (PL1v) (1984)
6. lCnCu-uoordarshan 1elecast (1991)
7. Cyan-uarshan Lducatlonal Channel (2000)
now |s Þub||c 8roadcast|ng d|fferent from Commerc|a| 8roadcast|ng?
Þubllc servlce broadcastlng dlllers lrom commerclal broadcastlng lor purely ol polltlcal reasons
because ol lts speclllc responslblllty, lts agenda ls dlllerent. lts ob[ectlve ls publlc servlce. lt
provldes the whole soclety wlth lnlormatlon, culture, educatlon and entertalnment, lt enhances
6 | n u 1 v m l
soclal, polltlcal and cultural cltlzenshlp and promotes soclal unlty. llrstly, pure commerclal
broadcastlng does not meet the lull needs ol lnlormlng, and entertalnlng the vast sectlons ol
populatlon ln any natlon, especlally those llvlng ln remote corners ol towns and vlllages ln many
countrles.
1he prlvate channel dellvers to an audlence and ls not a vehlcle lor dellverlng new ldeas,
lnlormatlon and educatlon to lts vlewers and llsteners. Pence, lor cltlzens ol the country who
need to be lnlormed and educated about aspects llke opportunltles ln varlous vocatlons,
lmprovements ln technologles, or avallablllty and growth ln varlous sectors, these channels
have llttle to oller.
Content on these channels may have lound hlgh entertalnlng value amongst the mass
audlences that today reaches small towns and even vlllages, but thls content slmply does not
provlde the klnd ol speclallzed educatlon and lnlormatlon people ln thls stratum ol soclety
requlre. Secondly, even ll commerclal broadcastlng channels do oller some content that ls ol
slgnlllcance and relevance to the people ln the lar and remote corners ol lndla, the low
purchaslng power ol these cltlzens make thls content lnaccesslble to them.
7 | n u 1 v m l
Prasar 8harati SWO1 Analysis
5trenqths
1. Legacy
2. 8eaches to maxlmum populatlon especlally ln remote areas (Coverage ol 99°
populatlon)
3. Largest terrestrlal network ln the World
4. Stand out lrom all other channels
3. Caters to multlple demands - news, Soaps, Movles, lnlormatlon, Culs
6. Carrles burden ol soclal responslblllty
7. Addresses natlonal lssues
8. natlonal lntegratlon
9. Speclal programmes to educate larmers
10. uoes not need speclal cable tv connectlon to watch
weoknesses
1. Lack ol 1echlnques
2. Lack ol 8esearch
3. not lnnovatlve
4. lalls to capltallze ln opportunltles
3. Pandles the lnltlatlves badly
6. Strlct rules ol channel make programmes less creatlve
7. Shows are not popular amongst SLC A, 8
8. no presence on lnternet to provlde broadcasted programmes
9. Þoor quallty ol programs ln terms ol creatlvlty and executlon
Opportunities
1. uoordarshan and Al8 are stlll the blg names ln the televlslon lndustry and has a large
number ol vlewers, whlch they need to capltallze on.
2. lndla has a young populatlon, so why not glve them a chance ln order to get lresh ldeas.
3. Cnllne medla access
4. needs to lnvest more ln quallty
1hreots
1. Cther prlvate channels catch vlewershlp by showlng klnd ol content audlence wants to
see llke latest movles, sports, dally soaps etc
2. Þrlvate channels turnlng lnto Pu quallty are attractlng vlewers
3. 8lgld lormat ol programmes and strlngent norms make vlewer dlspasslonate about
uoordarshan.
doc_586470032.pdf