19 Oct 2017
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DD National rebrands with new tagline and shows

MUMBAI: Aiming to reach more viewers, public broadcaster DD National has undergone a rebranding complemented by a new tagline, packaging and shows.

To be unveiled at 5:30 am on 17 November, the channel will have the tagline ‘Desh Ka Apna Channel’ and sport a youthful get-up with bright colours like pink and purple, new promos and signature tunes, all designed by its in-house team.

Doordarshan director general Vijayalaxmi Chhabra said, “In keeping with our vision for providing wholesome entertainment to audiences across the length and breadth of the country with a public service responsibility, Doordarshan National will be coming with a new look and feel and eight new shows in the primetime.”

Speaking to TelevisionPost.com, Doordarshan channel advisor Tanuja Shankar said that the rebranding exercise has two wheels. While the first one comprises the new fiction and non-fiction shows to be launched on 17 November, the second one is to ‘educate, inform and entertain’ its viewers.

“The new tagline was developed to make the viewers feel a sense of ownership that the channel is talking about them,” she said.

The move was to compensate for its growing distance with the viewers largely due to the variety offered by private broadcasters.

An official added, “While private Hindi GECs followed a glamorous philosophy, DD couldn’t deviate as it was catering to the culture of the country. The channel was focusing on realistic TV, which no one wanted and could relate to, hence the exercise to revamp.”

The channel now aims to provide holistic entertainment and its new bouquet of content will see much more than the typical family dramas. DD National will focus on traditional family values—‘Rishtey’, patriotism—‘Rashtra Gaurav’, and trust—‘Dilon Mein Vishwas’.

The new line-up will see eight shows launching on 17 November, which include comedy show ‘Happy Homes’ at 7 pm where people speaking different languages and coming from different regions live together in a colony.

At 7:30 pm ‘Khwabon Ke Darmiyan’ will highlight the struggle to bridge the gap between dreams and reality for women in the changing social context. ‘Khamosh Sa Afsana’ at 8 pm will feature actors like Tom Alter, Roopa Ganguly and MK Raina in a story depicting the struggle of a daughter fighting to balance her work and managing her disabled parents.

Following the one-hour show, the 9-pm primetime slot will air ‘Zindagi Ek Bhanwar’, a political drama that aims to reach out to the aspirations of society and desiring changes in quality of life.

‘Dard Ka Rishta’ at 9:30 pm will revolve around neglect of the senior citizens in today’s urbanised world. The show will see Sushma Seth make a comeback on DD National after almost 30 years.

‘Jab Jab Bahar Ayee’ at 10 pm touches on the dilemma of husband and wife trying to keep their family together and finding happiness notwithstanding their personal differences.

While the six weekday fiction shows will air from Monday to Thursday, the channel is also building its weekend primetime with two new shows—‘Janmon Ka Bandhan’ and ‘Prakriti’.

‘Janmon Ka Bandhan’, a women-centric family drama, will launch on 21 November, airing from Friday to Sunday at 7 pm. ‘Prakriti’ will track the story of an ideal forest officer’s endeavours to save nature. Set against the backdrop of Jim Corbett Park, it will air from 22 November, every Saturday and Sunday at 8:30 pm.

Shankar also revealed to TVP that DD National will launch two more shows in its weekend band in mid-December. On 14 December, the channel will launch ‘Stree Shakti’ in the 9-pm weekend primetime band. This reality talk show will feature women achievers who have fought various social taboos.

Another show titled ‘Paltan’ will be based on army life and will occupy the 10–10:30-pm band. Its launch date will be announced later.

Outsourced and created by producers in Mumbai and Delhi, the shows seem to have cost the pubcaster quite an investment.

Shankar explained that based on DD’s ‘self-financing commissioning category’ (SFCC), the channel asks producers for show proposals which are then scrutinised by senior officials of the pubcaster. After the process is over, the selected shows are forwarded to the creative terms for further development.

She added that the channel has opened a fresh SFCC, and the proposals from producers will again be invited after a month.

“We hope to have a new line-up of shows in 2016, and this is the first move towards that,” stated Shankar.