Revenue target halves to Rs 5-7 crore

NEW DELHI: Mid-way through the Beijing Olympics, state broadcaster Prasar Bharati is learnt to have had a top-level brainstorming session to change the way ‘the biggest show on Earth’ is being telecast.

With exclusive broadcasting rights, Prasar Bharati’s channels — DD (Doordarshan) Sports and DD National —have been airing the games (both live and highlights) into Indian homes since August 8, but there has been all-round criticism of its ‘ad hoc’ coverage and goof ups.

One example cited of DD’s ad hoc coverage is that of the coverage cutting to a beach volley ball event while Abhinav Bindra was still giving his reaction after winning the country’s first individual gold. So far, advertisers and viewers for DD’s Olympics coverage have been few.

Asked about the revenue the Games would bring to the broadcaster, a DD official said a figure can be arrived at only when the event concludes. However, he pointed out that the estimated revenue from the 17-day Games is around Rs 5-7 crore. The earlier projected figure was at least Rs 10 crore to Rs 12 crore.

The public broadcaster has spent over Rs 17 crore on the Games, including the telecast rights fee and logistics.

Reacting to the criticism of its coverage, a DD official said, “It’s a matter of perception.”

According to him, while one set of viewers may like to watch a swimming event live, another set may like to catch action on hockey and yet another may like to watch athletics. “So, it is difficult to satisfy everyone.”

But, the official said, DD is now trying to air live as many events as possible. Also, there will be less anchor talk and more of the Games. “We are continuously keeping a watch.”

Although DD’s reach is maximum in India, its Olympic coverage on the first three days was caught by only 6 million viewers, according to an estimate.