[HCDX] Navin Kumar is Interim CEO, Prasar Bharati

[sakthi vel <ardicdxclub@xxxxxxxxxxx>]

Navin Kumar, Director-General, Doordarshan is tipped
to take over as CEO of public broadcaster Prasar
Bharati, as an interim arrangement. A 1975-batch Bihar
cadre officer, he takes over from K S Sarma, who
demitted his office from today.

Kumar has been Director-General at DD since February
2004 and will assume the CEO's post on an ad-hoc basis
till the appointment of a regular CEO by a
three-member committee headed by Vice president
Bhairon Singh Shekhawat. Kumar's deputation at the
Centre ends this August.

K S Sarma, is credited with an aggressive strategy on
TV rights and giving a commercial orientation to the
running of Doordarshan and All India Radio, feels the
Government needs to adopt a middle path approach on
operational and editorial matters in the running of
the public broadcaster.

According to a PTI report, Sarma, feels that Prasar
Bharati will become a financially viable entity in the
next three years, not dependent on Government finances
to meet expenses.

Sarma has kicked off various initiatives which have
see Prasar Bharati cut down its dependence on
Government for meeting expenditure, which is to the
tune of roughly Rs 1,800 crore annually. 

"I see enormous future for Prasar Bharati. The
potentialities for revenues are enormous without
sacrificing our role as a public broadcaster. We have
taken a number of initiatives that are aimed at
enhancing resources from the existing set-up," he
said, adding the public broadcaster could be
self-sufficient in the next three years.

The slew of new initiatives and cricket telecast saw
the cash-strapped public broadcaster realise its
highest-ever revenues as they crossed the Rs
1,000-crore mark to close 2005-06 at Rs 1,230 crore at
a growth of 48 per cent. 

In-house marketing of properties, revenues from
cricket telecast and increased media campaigns from
government departments were among the initiatives
behind the growth in numbers. Sarma said introduction
of blockbuster Hindi films on DD National network and
narrowcasting programming strategy were major
initiatives. 

Sarma said one of the big opportunities for Prasar
Bharati was through scrolling of local advertisements.
"We have around 600 low-power transmitters and 300
high-power transmitters. Through each of these, we can
run scrolls which will have local advertising. I have
supplied requisite equipment at every place and now
they a going to start. We have as much as Rs 100 crore
sitting in this area," he said to PTI.
+++++++++++++++++++
Source:http://www.televisionpoint.com/news2006/newsfullstory.php?id=1151676825
+++++++++++++++++++
Jaisakthivel,
Chennai,
www.groups.yahoo.com/group/sarvadesavanoli


		
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