Metamorphosis in Doordarshan’s journey in Indian television sector in the post-globalization era with special reference to Mumbai Doordarshan.

Abstract

The Indian media industry is marching speedily towards new heights and glories. Metamorphosis is a term usually used in biology which talks of change from caterpillar to a butterfly. We have borrowed this term to track the journey of the media industry from a small enterprise of a few media branches to a 2 lack crore rupees mega global empire. Metamorphosis has a scientific notion and change in one form from another is well paced and calculated. But here changes are happening as per the changing global media diaspora. There are 4 major changes –change in technology-that are from film to video and from analog sound to digital sound. Change in style of content creation that is formats used to create programmes. Previously documentaries, interviews and serials were popular amongst the audience. Now it has been surpassed by reality shows. In revenue earning method it has changed to commercial time booking to merchandising and sponsorship. The most significant change is in the perception of the audience. The definition of entertainment has shifted from strong storyline to jazzy presentation. This paper will examine and diagnose the journey of Doordarshan’s programmes and try to offer a solution to regain its past glory.