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DD National to seek metro audiences in new revamp plan

MUMBAI: DD National is set to
undertake yet another revamp
exercise in August to refresh its look
and primetime slot in order to attract
more metro audiences.
In November 2014, DD National
underwent a rebranding with a new
logo, tagline, and shows. While the
core proposition will remain the same,
on 15 August, the channel will
undergo a revamp featuring a new
packaging and style with different
“When people tune in to DD, you need
to make them feel that the look is
good, and we want to pull those metro
audiences across age groups,”
informed a source.
Show launches to tap new audiences
In addition, the channel will launch a
host of new shows. Four shows will be
launched in August, two in September,
and four again in October. A similar
launch strategy will be adopted in the
months of December and January
“The channel head and advisors went
through as many as 200 pilots. Thirty
new shows were selected, out of
which over eight have been slotted
from August onwards. Thus, we are
launching shows in phases. During
Phases I and II, we will also do a lot
of promotions,” added the source.
The new shows are stated to be a cut
above and range across genres. There
will be a pre-independence drama
launching on 15 August. Another show
made by Annu Kapoor is specifically
meant for viewers above the age of
In the family drama space, the
channel will launch a show called ‘Beti
Ka Farz’ in August, which will revolve
around a ‘bahu’ fighting for her
rights. It is stated to be a modern
take on the ‘saas–bahu’ relationship.
“Our current primetime shows are
more female-oriented. We will launch
these new shows to bring in new
audiences. The new packaging and
style will further brighten the
channel and make it livelier,” a
source close to the development said.
Besides, the channel will launch
family dramas as well as a crime show.
The crime-based show will see Kavita
Chaudhary returning to the channel as
an anchor. She was last seen on the
channel from 1989–91 in the show
‘Udaan’, which was written and
directed by her, and in which she
played the lead role.
“The crime-based show is not a
sequel but since Kavita Chaudhary will
herself be there as an anchor, it will
have a connect with DD viewers,” said
a DD National official.
In October, the channel will launch a
music reality show on the lines of a
singing competition.
“DD National is a GEC and a public
service broadcaster rolled into one.
Hence, we have a big responsibility to
give a message and entertain too,”
the official stated.
The channel is presently working on
developing the shows that will
continue to be launched till early 2016
as well.
DD National recently launched four
new shows—a romantic drama ‘Tum
Bin Jiya Jayena’ at 12 noon, a social
drama ‘Adhikar…Ek Kasam Ek Tapasya’
at 12:30 pm, a social drama ‘Pragati’
at 2 pm, and a youth drama ‘Ek
Laqshya’ at 2:30 pm.
“In the afternoon slot, we had old
shows running for the past three
years. The first thing was to get new
shows in the slot which we did and now
we will have a good mix,” the official
Sprucing up its ‘DD Dopahar’ slot
further, the channel recently
launched a new show, ‘Umeed Nayi
Subah Ki’, at 1:30 pm.
The show is a social drama based on
acclaimed Hindi novel ‘Diwaro Ke Paar
Akash’. ‘Umeed Ki Nayi Subah’ is the
story of a girl named Vasudha who
wants to write a book on the life of a
The channel will launch another show,
‘Humnawaaz’, at 1 pm on 29 July. This
will be a romantic social drama
revolving around two families of
opposing views. The story also
focuses on the ills of society like
rape, atrocities against women, and
gender inequality.

DD National to seek metro audiences in new revamp plan

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