Wednesday, April 11, 2007
Doordarshan, India's state TV broadcaster says that its 70,000 hours of analog library of video tape programming is destined to be fully converted into digital format, now that a detailed business plan has been drawn up for commercial exploitation. So far some 1,400 hours of programs have been converted by "DD Archives" which has released so far some 51 titles to the video distribution market. DD also says that some 600 hours have been identified and set aside for the DD MTNL joint venture, the Broadband Video-On- Demand project. The content covers program genres from culture and travel to personalities, historical places, health, fitness, and lifestyles. The DD "analog to digital" content conversion project covers the complete process of migration for all program production and output, as well as facilitating broadband convergence. Still, the key decision is commercial exploitation - return on the investment. How best can DD market and commercially exploit the mountain of programming content it is sitting on? One key intention is to create and promote interest among India's young generation in the country's traditional culture. This is best served by making available as many digital recordings as possible for distribution at home and abroad across the Indian Diaspora and to heritage institutions around the world.