Rebranding Doordarshan
Background
Doordarshan had a modest beginning with an experimental telecast starting in Delhi on 15 September 1959, with a small transmitter and a makeshift studio. The regular daily transmission began with a five-minute news bulletin in 1965.
National telecasts were introduced in 1982. In the same year, colour TV was introduced in the Indian market with the live telecast of the Independence Day speech by then prime minister – Indira Gandhi on 15 August 1982. Now more than 90 percent of the Indian population can receive Doordarshan (DD National).
Doordarshan is an Indian public service broadcaster, a division of Prasar Bharati. On September 15, 2009, Doordarshan celebrated its 50th anniversary. It is one of the largest broadcasting organisations in India in terms of infrastructure. There are about 46 Doordarshan studios producing TV programmes. It has over 17 channels today including DD Metro, National, Global, Sports, News, Bharati, Urdu.
Content and programming direction
Doordarshan aims at creating socially relevant, independent and unbiased coverage for national good. The channels aims to promote harmony spread unbiased information as well as explain the diversity of culture and promote national Interest. (For more information please look at Information > citizen’s charter on the Doordarshan website)
Need for change
The brand is perceived as ‘old and dusty’. While it is one of the few options in rural India, Doordarshan does not feature as the ‘top of mind’ channel in urban centers. The re-brand should help build more credibility.
Target group
A pan India audience of all ages, across all 28 states and languages, urban and rural alike. In a nutshell, it’s every Indian.
Creative Challenge
Since its existence in 1959, Doordarshan is seen as a brand for the masses.
- The challenge is to create a brand identity that truly speaks to a national audience without alienating anyone
- The identity system should not have any negative connotations in any regional language
- Balance the rural and urban viewership aesthetics
- Should address the needs and aspirations of the millennial without alienating senior citizens
Deliverables
- Primary identity for Doordarshan National (can be a dynamic identity)
- Additional add-on identities based on the primary identity for – Sports, News, Bharti (focus on arts and culture), Urdu, India (this channel is seen globally) & Metro
- Graphic element system (across stationery, website, advertising template)
- Crawl (on-air graphic banner)
- Moving identity for on-air usage (should play in quicktime)Animation/illustration style for public service films
Success should be ‘in business’ and ‘through design’. The re-brand should help position it alongside brands like BBC, PBS and Al Jazeera.
References
Download a brief presentation for Doordarshan
Submission Guide
1. Online submission
- All submissions must be made via our online entry site only
- All supporting materials and boards must be mailed/ couriered to delivery locations only
- While you can start working on your responses today, entries will be accepted from the 20th of March 2014
- The last date for online submission is 21st April 2014. No entries will be accepted after this.
2. A2 size presentation board (40×60 cm)
- The board must be mounted on card-board, card paper or foamboard and should not be more than 2mm thick
- This board will be a summary of your entry work. Limit your work to a maximum of TWO boards only.
- It should contain key visuals (maximum 5 visuals) with brief captions (maximum 10 words) and a summary text (maximum 100 words).
3. Supporting material
- Supporting Entry text must be pasted behind the presentation board, and should not exceed 500 words.
- A Case Film, if appropriate can also be submitted to further support your entry. Please use your discretion to decide whether a Case Film is crucial to explain your project.
- Any Case Film, if submitted must be no longer than 90 seconds. Please encode your video in HQ compressed as a QuickTime file using a H.264 or MPEG codec. The resulting file should have Audio and Video as one file, encoded as PAL no larger that 720p. Output size should be no larger than 500 MB.
- A soft copy of the presentation board along-with a soft copy of each image must be uploaded on the entry site at the time of submission along with supporting Entry text and Case film, if any.
For more detailed information – please download this brief and read it in detail alongwith the terms and conditions.
More info about Presentation boards
More info about Case Films
Terms & Conditions
Download the Brief
Download a brief presentation for Doordarshan
