Lost Signal: How Doordarshan Lost the Race to Modern Media
Once a cultural powerhouse that united millions of Indian households through iconic shows like Ramayan and Mahabharat, Doordarshan today struggles to find its place in the fragmented, competitive media landscape. While private channels and digital platforms are often seen as the culprits, the real story lies deeper—in systemic neglect, a dwindling workforce, and misplaced priorities.
Here’s an exploration of the factors that led to Doordarshan’s decline:
1. The Exodus of Creative
Talent: Retired Producers, No Replacements
The golden age of Doordarshan was defined by visionary producers like Kamalini Dutt, who transformed classical arts programming, and Suman Bajaj Kalra, who introduced viewers to stars like Farooque Shaikh and Smita Patil. These creative minds built the foundation of Doordarshan’s legacy.
However, as these pioneers retired, the organization failed to groom successors. By 2024, 98% of programming roles in the Indian Broadcasting Service remained vacant. The absence of fresh creative talent forced Prasar Bharati to fill these gaps with deputed officers from unrelated fields, who lacked the expertise and vision to innovate.
As a result, Doordarshan’s programming stagnated, failing to connect with modern audiences. Jawhar Sircar, a former Prasar Bharati CEO, summed it up succinctly: Doordarshan became a relic of “half-baked policies and incompetence,” with no one to challenge its outdated norms.
2. Administrative Vacuum:
Retired Staff, Bureaucratic Paralysis
The administrative backbone of Doordarshan also crumbled under the weight of retirements. By 2024, more than 13,700 critical roles remained unfilled, leaving a leadership vacuum in management and policy-making.
This wave of retirements created a bureaucratic quagmire where decision-making slowed to a crawl, and accountability vanished. Collusion between retired officials and private producers led to monopolies and questionable programming, as revealed by a 2001 parliamentary probe. Misrepresentation of sensitive issues, such as those related to Kashmir, further damaged Doordarshan’s credibility.
With no experienced administrators to guide the organization, inefficiency became the norm, driving away viewers and advertisers alike.
3. Mismanagement of Technical
Staff: Engineers as Content Curators
It is important to note that this discussion is not intended to hurt or target any individual or group. The aim is to identify gaps and propose solutions for improvement.
Technical staff are the backbone of infrastructure and innovation, but their roles need to be clearly defined. At Doordarshan, engineers were often tasked with content creation and policy-making—responsibilities that diverted them from their technical expertise.
While the technical workforce is indispensable, their focus must remain on infrastructure development and maintenance. Assigning them creative and managerial tasks has not only diluted their effectiveness but also hampered the organization’s ability to produce engaging content.
Refocusing technical staff on their core strengths, while investing in specialized creative and management professionals, will allow Doordarshan to better align its resources with its goals.
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4. The Downward Spiral: Declining Viewership and Revenue
The effects of systemic failures were glaring. Between 2022 and 2024, Doordarshan’s viewership dropped from 724 million to 656.4 million. Advertising revenue took a nosedive, with private channels capturing the lion’s share of the market.
Despite generating ₹1,245 crore from advertisements between 2020 and 2023, over 61% of this revenue came from government-sponsored ads. This over-reliance left Doordarshan vulnerable to budget cuts. Critics, including the Sam Pitroda Committee in 2014, had warned that allocating only 9% of the budget to programming would stifle creativity a prophecy now fulfilled.
5. A Glimmer of Hope: Digital Shifts and Nostalgia Plays
Recent efforts to revive Doordarshan have shown glimpses of potential. Digitizing archives, launching HD channels, and streaming on platforms like YouTube have brought some traction. For example, Republic Day coverage on YouTube in 2023 outperformed traditional TV viewership, showcasing the power of digital adaptation.
The re-airing of classics like Ramayan during the COVID-19 lockdown also reignited interest, demonstrating the value of nostalgia. However, these successes have been short-lived, failing to address the deeper structural issues within the organization.
Conclusion: Rekindling
Doordarshan’s Legacy for the Future
Doordarshan is not just a broadcaster; it is a cherished institution that has shaped India’s cultural and social fabric for decades. While the challenges it faces today may seem daunting, they also present an opportunity to reimagine its role in the modern media landscape.
This story is not about blame but about finding solutions. Doordarshan’s decline is a reminder of the importance of innovation, adaptability, and vision in a rapidly evolving world. By addressing gaps in creative talent, administrative efficiency, and resource allocation, Doordarshan can turn its challenges into stepping stones for success.
The path forward is clear:
Reignite creativity by empowering visionary content creators.
Embrace modern technologies to connect with younger audiences.
Honor its legacy by using its cultural archives to inspire new generations.
Strengthen its independence by diversifying revenue streams and reducing reliance on external funding.
Doordarshan has the potential to rise again—not just as a broadcaster but as a symbol of India’s resilience, diversity, and progress. With the right reforms and a renewed commitment to its founding vision, it can once again become the voice that unites a billion hearts.
Let Doordarshan’s story be one of revival and transformation a beacon of hope for public service broadcasting in India and beyond.
