Financial Problems
Prasar Bharati, the broadcasting corporation of India, is currently facing severe financial problems. According to an estimate, the public broadcaster has been running into losses for years and it has now attained alarming proportion. The Rajya Sabha was told in 2012 that Prasar Bharati’s accumulated losses since 2009 were Rs 4,224.55 crore.
Doordarshan has 92 per cent coverage of India through its terrestrial network with a viewership of about 2.5 crore people. However, it has only less than 10 per cent share of the Rs 15,000 crore earned by broadcasters in India annually. Further, the broadcasting network is seen only good for products targeting the rural market in India, thus narrowing its scope among middle-class media planners and advertisers.
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