Doordarshan’s (DD) viewership dropped to 656.4 million in 2024, marking a decline from the 724 million viewers in 2022. Despite continuous efforts to enhance its programming and increase engagement, the public broadcaster is struggling to maintain its reach. The Ministry of Information and Broadcasting has acknowledged these challenges and is working on strategies, including program expansion and the implementation of a new revenue-sharing model, to boost the viewership of DD channels.
Vacant Posts and Staffing Issues
One of the critical concerns highlighted in the recent parliamentary standing committee report is the increasing number of vacant posts at Doordarshan. The number of unfilled positions has risen from 12,420 in FY 2023 to 13,708 in FY 2024. This staffing gap, particularly in the programming, engineering, and administrative departments, is exacerbated by the evolving technology landscape and changing manpower requirements. The Ministry has indicated that short-term contract hiring and outsourcing of non-core activities are being explored as solutions.
Program Enhancements to Boost Viewership
To reverse the viewership decline, DD has introduced a series of initiatives. These include the return of Hindi feature films on DD National, which began in April 2023, and the introduction of weekend prime-time films. A facelift of DD National, including a new logo and tagline, was rolled out in August 2023. Significant broadcasting events, such as the coverage of the Shri Ram Temple Pran Pratishtha in Ayodhya and ISRO launches, helped boost ratings. According to the report, these efforts led to a 59% increase in viewership on the national channel.
Revenue Sharing Model and New Projects
The implementation of the Revenue Sharing Model (RSM) has enabled DD to initiate several impactful projects. Additionally, DD Sports was launched in HD, and all DD channels have now been digitized to enhance accessibility and viewership.
Staff Shortages Impacting Operations
The staff shortage extends beyond Doordarshan to All India Radio (AIR), which has also seen a rise in vacant positions. The Ministry has stated that the shortage is partly due to delays in promotions and pending court cases, as well as the cessation of direct recruitment following Prasar Bharati’s dissociation from the UPSC and SSC. To address these issues, the Ministry is considering rationalizing staff based on a manpower audit report and focusing on hiring specialists for new roles.
Doordarshan’s struggle with declining viewership and staff shortages reflects the broader challenges faced by the public service broadcaster as it seeks to adapt to a changing media landscape. However, through a mix of program innovation, staffing adjustments, and technological upgrades, DD aims to regain its standing and continue serving the public effectively.
