Doordarshan, the state-owned broadcaster, is planning to change its iconic logo and create something youthful in a bid to tap the “children of liberalisation”, moving away from nostalgia.
In an invitation issued on Monday evening, Doordarshan asked for entries from the public, seeking a new logo design to improve the look and feel of the network.
“Much of the population today is under 30 years of age. These are the children of liberalization who have not grown up with Doordarshan. They don’t share the same nostalgia factor which the earlier generation did,” said Shashi Shekhar Vempati, chief executive officer at public broadcaster Prasar Bharati, which runs Doordarshan and All India Radio.
According to the invitation seeking new designs, the new logo will connect and identify with the younger generation. “The new logo, while recalling the strong nostalgia associated with the DD brand, should reflect the aspirations of new India,” it said.
This comes as a part of Prasar Bharati’s efforts to revive the viewership and finances of the entire Doordarshan network. Doordarshan operates 23 channels across the country.
For the year ended 31 March, DD recorded a revenue of Rs827.5, surpassing its annual target of Rs800 crore. The broadcaster had reported a net revenue of Rs755 crore in 2015-16.
DD will take new logo design entries till 13 August and the winner will be awarded a cash prize of Rs1 lakh.
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