Poor content drives viewers away from DD Kashmir

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Irfan Quraishi:A Rising Journalist

03 December, 2010

Viewers at large maintain that DDK over past few months has failed to produce any programme that depicts the state's culture and tradition or other current affair programmes.

DOORDARSHAN KENDRA (DDK) Srinagar, popularly known as DD Kashmir is seemingly losing its relevance and charm with which it’s close to losing its viewership due to poor programming and content.

Viewers at large maintain that DDK over past few months has failed to produce any programme that depicts the state’s culture and tradition or other current affair programmes.

They said that the programs were also not interactive unlike programmes presented from other regional channels in the country. Even viewers noted that the news bulletins telecast from DDK lacked good quantity of video footage and stories public interest.

According to experts and a few leading print and electronic advertising agencies, DDK has almost lost its Television Rating Points (TRPs) and the advertisements. Few even believed that DDK has not been able to compete with the local cable channels in terms of content.

“No doubt DDK is running under the banner of Prasar Bharti Broadcasting Corporation, but it is autonomous body and it has to grow on its own. It is a regional television channel and viewers especially in the state watch DDK to satiate the need of local programmes. Viewers expect DDK programmes to have more local flavour with good deal of information and background,” opined a localite.

“Earlier DD Kashmir was telecasting very informative documentaries on Kashmir culture or other key areas including education and crafts but for past few months DDK has failed to present informative programmes,” said Altaf Ahmad.

DDK plays a key role in promoting the culture and tradition as it is a regional channel. Even in rural Kashmir where a good chunk of population in remote areas also does not have a choice but to watch DDK are of the same opinion.

Also DDK is acting more like a public relations (PR) agent between government and people rather than doing its role of educating, entertaining and informing people through dissemination of information.

“DD can produce informative programs for viewers but unfortunately the authorities do not seem to be showing many interests in making programs lively. DD also lacks technical facilities like graphics, video quality and editing techniques, which further worsens the scene of DDK,” said a private programme producer adding that it can use new techniques to produce interactive programs for viewers.