The public broadcaster Doordarshan (DD) has apparently been making efforts to remodel the different channels of its bouquet. Besides giving a new look to its flagship channel DD National at the end of last year, it is also looking at others to boost its overall reach and reclaim the glories of yesteryear. Now the focus is on DD Urdu (DDU), launched on August 15, 2006, which has introduced new shows this month — both in-house and commissioned — with several more in the offing.
The channel, which has been airing 24x7 since November 14, 2007, encapsulates the heritage, culture, literature, information, education and societal issues specific to the target audience, with a mandate to repopularise the idiom, syntax and lingual behaviour purported to have gone into oblivion over the years.
“There is a primary need to constantly induct new programmes and software to keep the channel fresh,” says Aziz Quraishi, Adivsor, DDU. In fact, he points out, 163 commissioned shows, each of 13 episodes, are ready. These have been selected from a vast pool of 580 projects shortlisted in that category. “Revamping is an ongoing business and process, and we cannot afford any letup. It has been going on for more than a year now.”
Asked the reason for repeat telecast of some shows, Aziz replies, “Popular ones are repeated after a gap but not on prime time — that is, 7.30 to 10 p.m. This depends on public reaction and demand which is received through letters and feedback.” He adds that it is ensured that only new programmes feature on prime time.
Seventy per cent of the channel’s shows are commissioned, while the remaining are in-house productions. Providing more details, M. Vijay Bhagawan, Assistant Director, Programmes says: “Of the commissioned, 80 per cent are serials while the remaining are documentaries, research, personality and occasion-based and city specific, etc.”
The 163 have been chosen keeping in mind the six-month requirement of the channel. They cover an array of genres like fictional, musical, talks shows, cookery shows, travelogues and children-oriented among others. These have been picked on the basis of grading by a selection committee. The focus of the in-house software is on musical events, mushairas, current affairs, socially relevant topics, etc., organised in the studio. Music and poetry related events conducted by others too are recorded or brought live to the audience.
The mix of programmes like Ru-Baru (talk show with an eminent personality as guest), Karwan-e-Azadi (series on freedom fighters), Dastan-e-Urdu (evolution of the language) and Urdu Adab Ke Legends (all commissioned), and in-house productions, such as Yadein (personality-based), Mubahisa (current affairs covering social, cultural and political aspects) and Taleem Aur Rozgaar (education and employment for youth), is aimed at achieving the objective of the channel.
“We lay special emphasis on the language, including the diction and pronunciation of the anchors,” says Aziz. What about films? “The Hindi and other award winning regional language movies are telecast with Urdu sub-titles. For Hindi films, the cast, crew and other details are screened in Urdu,” adds Vijay. The USP is the airing of ten new bulletins with news headlines in Urdu scrolled throughout the transmission.
Further enunciating Aziz comments, “Our aim and our efforts are channelled to promote the ethos and culture which is a component of our country.” He gives examples of the mushairas held in different cities and an all India reality show, Jashn-e-Begum Akhtar , a voice talent hunt in Ghazal gayaki. The final round of the latter, comprising five contestants, will be held in March. The finalists will be judged by Kavita Krishnamurthi, Hariharan, Javed Akhtar, Gulzar and Zakir Hussain and the event will be telecast on DDN and DD Bharati too.
Is this telecast across more than one channel an exception rather than a rule? “No. Dastan-E-Urdu , Ru-Baru , Tarkash-e-Manto and Ila Arun’s reality show too have been broadcast on DDN. These were not restricted to a region or a State. Many of our software have the attributes of multiple telecast,” explains Vijay.
The efforts of DDU to present better and more engaging programmes seem to have borne fruit, what with 100 new serials already shown and 163 ready. Sources claim it has been on first or second position as far as television ratings are concerned, coupled with positive feedback on social media. This has had an effect on advertising too. “Companies and brands are keen to utilise this platform, but they primarily are Government entities and public sector undertakings. The private sector share at present is less, but it too has taken note of the growing popularity of the channel,” states Vijay.
