Doordarshan 2.0: A Data-Driven PR Strategy for Digital Dominance

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Friends, I'm passionate about sharing knowledge with you, and your feedback has been a constant source of encouragement. As a firm believer that 'Everything I do or say is PR,' I'm driven to continuously create and share valuable content. 

I'm excited to share PR CASE STUDY as my 180th blog  - ‘Doordarshan 2.0: A Data-Driven PR Strategy for Digital Dominance’.

A Spark Rekindled:

The news resonates deep within, a familiar chord struck by the winds of change. The announcement of veteran journalist Shri Sudhir Chaudhary's monumental partnership with Prasar Bharati to breathe new life into DD News is more than just a headline; it's a beacon of hope for those of us whose creative journeys are intertwined with the very fabric of Doordarshan.

For me, this news carries a particularly poignant weight. As a B (High) grade Hindi Drama artist of Doordarshan, the hallowed studios of Jalandhar Doordarshan Kendra were not just a workplace, but a nurturing ground for my artistic aspirations. The echoes of countless Hindi TV plays and cartoon shows still resonate within me, each role a brushstroke on the canvas of my acting career. The vibrant energy of anchoring the Evening Live Show at Delhi Doordarshan Kendra, the grounding experience of delivering the Krishi Samachar on the iconic Krishi Darshan program of Delhi Doordarshan are not mere memories, but foundational pillars of my identity as a media professional besides an avid banker. Even my time as an approved Hindi Drama Artist at All India Radio (AIR) Delhi Kendra, and my active participation in the Inter-media publicity coordination committee (IMPCC) as one of the members, were chapters written under the nurturing gaze of public broadcasting.

Friends, Doordarshan, in its essence, is more than just a television network. It is a repository of our nation's stories, a reflection of our diverse culture, and a witness to our collective journey. It was, and in many ways still is, the cornerstone of Indian television, a platform that touched the lives of millions across the length and breadth of the Bharat. And, undertaking a PR case study for the revival of DD, my first love in the realm of media, fills me with immense hope and a surge of emotion. It feels like a dormant seed, long planted in fertile ground, is finally receiving the nourishment it needs to blossom a new. This PR case study is not just about the resurgence of a channel; it's about reaffirming public broadcasting's vital role in our society, harnessing the power of compelling storytelling and credible journalism to connect with a new generation while rekindling the connection with those who hold Doordarshan dear in their hearts.

Therefore, this exploration into the potential revival of Doordarshan is not merely an academic exercise. It is a heartfelt endeavor, fueled by a deep-seated affection and a profound belief in the enduring power of this iconic institution. It is a tribute to the countless artists, technicians, and visionaries who have poured their hearts and souls into its legacy, and a hopeful gaze towards a future where Doordarshan once again shines brightly as a beacon of information, entertainment, and national pride. This is a story close to my heart, a story I am compelled to tell - the story of Doordarshan's potential renaissance.

A Promise of Doordarshan's New Dawn:

Doordarshan (DD), India’s public service broadcaster, stands at a pivotal juncture. Once the undisputed leader in Indian television, it now grapples with declining viewership and relevance in the face of the growing OTT (Over-The-Top) platforms. Facing stiff competition from OTT platforms and private channels, it needs a strategic communication campaign to reclaim its relevance. This case study aims to explore and propose strategic Public Relations (PR) tactics to revive Doordarshan’s image, content, and reach, ensuring its continued relevance in the digital age. The objective is to demonstrate how a well-executed PR campaign can reposition Doordarshan as a dynamic, culturally resonant media platform, while preserving its historical and cultural significance. By focusing on digital transformation, content innovation, and strategic partnerships, DD can leverage its unique strengths to serve a diverse Indian audience, including specific demographic and niche groups.

Introduction:
Doordarshan, India's national broadcaster, has been an institution of Indian television since its inception on September 15, 1959. From its humble beginnings with a single black-and-white channel, Doordarshan has grown to become one of the largest broadcasting networks in the world, with a vast network of nearly 1,400 terrestrial transmitters and 66 studio centers across the country, today.

Over the years, Doordarshan has expanded its reach through various channels, including 7 national channels, 28 regional channels, and 5 HD channels. Its free-to-air DTH service, DD Free Dish, offers 104 channels to audiences across the country. With a rich history and a wide range of programming, Doordarshan has remained a trusted source of information and entertainment for millions of Indians.

Despite facing stiff competition from private broadcasters and OTT platforms, Doordarshan has continued to adapt and evolve, embracing digital technologies and new platforms to stay relevant. As the media landscape continues to evolve, Doordarshan is poised for a resurgence, leveraging its rich legacy, unique strengths, and strategic PR initiatives to reconnect with audiences and reclaim its position as a premier broadcaster in India. In this PR case study, I'll delve into the revival of Doordarshan, exploring the effective PR tactics and strategies that can pave the way for a brighter future for India's national broadcaster.

Situation Analysis:

• SWOT Analysis:

Ø Strengths: Extensive nationwide reach, government backing, historical trust, vast archives of cultural content.

Ø  Weaknesses: Outdated content, bureaucratic structure, limited digital presence, aging infrastructure, perceived lack of creativity and innovation.

Ø  Opportunities: Untapped potential in regional programming, growing demand for authentic Indian content, potential for educational and informational content, government support for digital transformation.

Ø Threats: Intense competition from OTT platforms, declining viewership, changing media consumption habits, negative public perception.

 

• Data-Driven SWOT Analysis:

Ø                                               Strengths:

§  Nationwide Reach: DD's terrestrial network still covers over 90% of India's population, a significant asset, especially in rural areas (TRAI).  

§  Government Trust: DD enjoys a high level of trust, particularly among older demographics and in regional areas, crucial for disseminating public service information.

§  Archival Content: DD's vast archives hold a treasure trove of culturally significant content, ripe for digitization and monetization.

Ø                                     Weaknesses:

• Digital Lag: DD's digital presence is underdeveloped compared to private competitors, with limited app downloads and website traffic (Nielsen).
• Ageing Infrastructure: Outdated broadcasting equipment and production facilities hinder the creation of high-quality content.
• Youth Disconnect: DD struggles to attract younger audiences, who prefer on-demand, personalized content on OTT platforms (FICCI-EY).

Ø                                 Opportunities:

• Regional Content Boom: The demand for regional language content is surging, offering DD a chance to leverage its extensive regional network.
• E-Learning and Educational Content: Partnering with educational institutions to provide digital learning resources can expand DD's reach.
• Digital Monetization: Utilizing digital platforms for advertising, subscriptions, and content licensing can generate new revenue streams.  

Ø                             Threats:

• OTT Dominance: The rapid growth of OTT platforms poses a significant threat to DD's viewership and revenue.
• Fragmented Audience: The rise of niche content and personalized recommendations makes it challenging to capture a mass audience.
• Misinformation and Fake News: DD's role as a trusted news source is crucial, but it must combat the spread of misinformation on social media.  

• Target Audience Analysis (Contemporary Focus):

Ø  Doordarshan's current audience largely comprises older and rural viewers. However, there's potential to attract younger audiences by offering relevant content.

Ø  Understanding the demographics, interests, and viewing habits of these diverse groups is crucial. For younger audiences, digital platforms and interactive content are key. For older audiences, reliable news and cultural programming remain important.

Ø  Shift towards a dual strategy: retaining traditional viewers while attracting younger audiences.

Ø  Utilizing National sample Survey Office (NSSO) data to understand rural vs. urban media consumption patterns.

Ø  Analyzing social media trends and digital platform analytics to identify younger audience preferences.

Ø  Focusing on regional language content to cater to diverse demographics.

• Target Audience Analysis (Data-Driven):

Ø  Nielsen data indicates a strong correlation between age and traditional TV viewership, with older demographics still relying on DD for news and entertainment.

Ø  Social listening tools reveal a growing interest in regional language content among younger audiences, particularly in tier-2 and tier-3 cities.

Ø  Mobile app analytics show a low adoption rate among younger demographics, highlighting the need for a user-friendly and engaging mobile experience.

• Competitor Analysis (Digital-Centric):

Ø  OTT platforms like Netflix, Amazon Prime Video, and Disney+ Hotstar are characterized by high-quality original content, personalized recommendations, and seamless digital experiences.  

Ø  They excel in targeted marketing, data-driven content creation, and leveraging social media for engagement.

Ø  Analyzing OTT platform content strategies, particularly their focus on original series and localized content.

Ø  Examining social media engagement strategies of successful digital platforms.

Ø  Understanding the role of data analytics in personalized content recommendations.

Ø  Analyzing the growing trend of streaming services offering free, add supported content.

Ø  OTT platforms like Disney+ Hotstar and Amazon Prime Video excel in personalized content recommendations, leveraging user data to enhance engagement.  

Ø  YouTube channels and social media influencers generate high viewership through engaging video content and interactive formats.

Ø  News aggregators and digital news platforms provide real-time updates and personalized news feeds, attracting younger audiences.  

PR Objectives (SMART):

ü  Increase DD's mobile app downloads by 100% within 12 months, based on current download rates.

ü  Boost social media engagement (followers, likes, shares, comments) by 50% within 4 months.

ü  Boost social media engagement (likes, shares, comments) by 150% within 9 months, measured by platform-specific analytics.

ü  Increase website traffic by 80% within 12 months, as tracked by Google Analytics.

ü  Secure partnerships with Top 100 educational institutions for digital e-learning content within 12 months.

ü  Launch a successful DD-branded OTT platform with 2 million active users within 18 months.

ü  Improve Doordarshan’s brand perception among 18-35year olds, measured by a 25% increase in positive sentiment on social media within 4 months.

ü  Increase website and app traffic by 50% within 6 months.

ü  Secure at least 30 positive media features in national and regional publications within 3 months.

ü  Increase Doordarshan’s overall viewership by 30% within 6 months.

PR Strategies 1:

• Digital Transformation:

Ø Develop a user-centric DD mobile app and OTT platform with personalized content recommendations and interactive features.

Ø    Invest in high-quality live streaming and on-demand content delivery.

Ø  Utilize AI-powered analytics to understand audience preferences and optimize content strategy.  

• Content Revitalization:

Ø  Digitize and remaster DD's archival content, making it available on digital platforms.

Ø   Invest in original, high-quality regional language content, collaborating with local filmmakers and content creators.  

Ø  Produce engaging educational content in partnership with educational institutions.

Ø  Produce interactive content for social media platforms.

• Strategic Partnerships:

Ø Collaborate with technology companies to enhance DD's digital infrastructure and content delivery.

Ø  Partner with social media influencers and content creators to promote DD content to younger audiences.  

Ø  Form alliances with regional media outlets and cultural organizations to expand DD's reach.

• Community Engagement:

Ø  Launch interactive social media campaigns, online contests, and virtual events.

Ø  Create online forums and discussion groups for DD viewers.

ØUtilize citizen journalism and user-generated content to foster community participation.

       Tactics:

• Digital Content Marketing:

Ø  Create engaging video content for YouTube and social media platforms, focusing on short-form, shareable formats.

Ø  Utilize influencer marketing to promote DD content to younger audiences.

Ø  Run targeted digital advertising campaigns on social media and search engines.  

• Data-Driven Media Outreach:

Ø  Craft targeted press releases and media pitches based on audience demographics and media preferences.

Ø  Utilize social listening tools to identify trending topics and engage in relevant conversations.  

Ø  Secure interviews with DD executives on popular podcasts and online news platforms.

• Partnership Activation:

Ø  Host joint events and webinars with educational institutions and cultural organizations.

Ø  Create co-branded content with technology partners and social media influencers.

Ø  Develop affiliate marketing programs to promote DD's OTT platform.

• Interactive Community Engagement:

Ø  Launch online polls, quizzes, and contests on social media platforms.

Ø  Host virtual fan events and live Q&A sessions with DD personalities.

Ø  Create online forums and discussion groups for DD viewers.

     Measurement and Evaluation:

• Key Performance Indicators (KPIs):

Ø  App downloads and user engagement (daily/monthly active users).

Ø  Social media metrics (reach, engagement, sentiment).

Ø  Website traffic and user behavior (bounce rate, time spent on site).

Ø  OTT platform subscriber growth and retention.

Ø  Partnership success (content reach, engagement, revenue).

• Monitoring and Evaluation:

Ø  Utilize digital analytics tools (Google Analytics, social media analytics platforms) to track KPIs.

Ø  Conduct regular audience surveys and focus groups to gather feedback.

Ø  Employ social listening tools to monitor online conversations and sentiment.  

Ø  Generate regular reports on campaign performance and ROI.

     PR Strategies 2:

• Rebranding:

ü  Modernize Doordarshan’s logo, visual identity, and on-air presentation.  

ü  Develop a new brand narrative that emphasizes its relevance to contemporary audiences.

ü  Position Doordarshan as a platform for authentic Indian stories and cultural experiences.

• Content Revamp:

ü  Introduce high-quality original content, including reality shows, documentaries, web series, and regional programming.

ü  Focus on content that reflects India’s diverse cultures and contemporary issues.

ü  Digitize and revitalize Doordarshan’s vast archives.

• Digital Presence:

ü  Develop a user-friendly mobile app and website with seamless streaming capabilities.

ü  Create engaging content for social media platforms like YouTube, Instagram, and X (Twitter).

ü  Live stream key events and programs.

• Influencer Partnerships:

ü  Collaborate with popular social media influencers and content creators to promote Doordarshan’s content.

ü Create influencer-driven campaigns that resonate with younger audiences.

• Community Engagement:

ü  Organize online and offline events, contests, and activities to engage with the audience.

ü  Create interactive content that encourages audience participation.

      Tactics:

• Media Outreach:

ü  Craft compelling press releases highlighting new content, initiatives, and achievements.

ü  Pitch stories to media outlets, focusing on human interest angles and cultural significance.

ü Secure interviews with key personnel on popular news and entertainment shows.

• Social Media Campaigns:

ü  Launch targeted social media campaigns to promote new shows, events, and initiatives.

ü  Use engaging visuals, videos, and interactive content to capture audience attention.

ü  Run contests and giveaways to boost engagement.

• Event Management:

ü  Organize high-profile events, such as concerts, award shows, and cultural festivals, to showcase Doordarshan’s content.

ü  Live stream these events on social media and the Doordarshan app.

• Partnerships and Collaborations:

ü  Partner with government departments to promote public service announcements and educational content.  

ü  Collaborate with cultural institutions to showcase traditional arts and performances.  

ü  Work with private Organisations to co-produce content.

     Measurement and Evaluation:

• Key Performance Indicators (KPIs):

ü  Viewership numbers (TV ratings, app downloads, website traffic).

ü  Social media engagement (followers, likes, shares, comments).

ü  Website and app traffic.

ü  Media mentions and sentiment analysis.

ü  Audience feedback through surveys and online polls.

• Monitoring and Evaluation:

ü  Regularly track and analyze KPIs using analytics tools.

ü  Conduct audience surveys and focus groups to gather feedback.

ü  Adjust campaign strategies based on performance data and audience insights.

Conclusion:

Reviving Doordarshan requires a comprehensive and strategic PR campaign that addresses its current challenges and leverages its unique strengths. By modernizing its image, revamping its content, and enhancing its digital presence, Doordarshan can reclaim its position as a relevant and engaging media platform. A well-planned PR strategy, focused on targeted messaging, audience engagement, and strategic partnerships, is essential for achieving this goal. Doordarshan, with its vast archives and nationwide reach, has the potential to once again play a vital role in shaping India’s cultural and informational landscape.

Doordarshan's resurgence is predicated on its unwavering embrace of digital transformation and a proactive agility in navigating the evolving media ecosystem. This rigorously constructed, data-informed PR strategy offers a decisive and actionable blueprint, propelling DD's strategic evolution from a conventional broadcaster to a leading multi-platform content authority. Through the astute application of comprehensive market analysis, deep-seated audience empathy, and the transformative implementation of digital innovation, DD possesses the capacity to not only recover its past stature but to cement its position as a vital and enduring media institution in the digital era.

Thank you for reading PR case study.

Dr. Suresh Gaur, PR Guru

(OWR, IBR, GBWR Holder)

www.sureshgaurprguru.blogspot.com