Doordarshan February 2014 Hello

Doordarshan February 2014 Hello, Let’s chat Section 1 About Doordarshan Section 2 Why the need for change Section 3 The Brief Section 4 Deliverables Section 5 Target Group Section 6 Challenges to be addressed through design Section 7 What does success look like ? 2 About Doordarshan Doordarshan’s journey so far… Doordarshan had a modest beginning with an experimental telecast starting in Delhi on 15 September 1959, with a small transmitter and a makeshi" 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 60 channels today including DD Metro, National, Global, Sports, News, and regional channels. 4 Design brief objectives & message • Subtitles are in 24pt sentence case National Channels Regional Channels Silchar DD National LPT Kohima Daltongani Shillong DD News Agartala Kolkata Gangtok Srinagar DD India Ahemedabad Lucknow Gorakhpur Sambalpur DD Bharti Aizwal Leh Guwahati Shantiniketan DD Urdu Akola Mau Gulbarga Trivandrum DD High Deﬁnition Allahabad Mumbai Hisar Tura Bangalore Muzzafarpur Hyderabad Varanasi Barelly Nagpur Imphal Bhawanipatna Panaji Indore Bhopal Patna Itanagar Bhubaneshwar Pondichery Jaipur Chandigarh Port blair Jalandhar Chennai Raipur Jagdalpur Dehradoonb Rajkot Jalpaiguri Dibrugarh Ranhi Jammu Shimla 5 Need for change Why the 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. 7 8 The brief The brief The brand idea. What should Doordarshan stand for: ‘THE VOICE OF INDIA’ Brand purpose: • Doordarshan aims at creating socially relevant, independent and unbiased coverage for national good • The channel aim's to promote harmony, spread unbiased information as well as explain the diversity of culture and promote national interest • Positioning and communicating India to the world in a smart, sharp and transparent way • Agile and seen as on the forefront of breaking news • Neutral and independent. Delivering unbiased coverage • Reflect the contemporary personality and spirit of our nation 10 Deliverables 1. Primary identity for Doordarshan National (can be a dynamic identity) 2. Additional add-on identities based on the primary identity for: • DD News • DD India - Caters to Indians living abroad • DD Bharti - Shows programs on health, children, music, dance and heritage • DD Urdu – Urdu entertainment • DD High Definition – Showcases important national events like the Republic day 3. Visual system (ref. to graphic device in the Usha Martin example) for DD National to be applied across stationery, website, advertising template 4. Crawl for DD National (on-air graphic banner) 5. Moving identity for on-air usage for DD National (either a QuickTime or a storyboard) 6. Animation/illustration style for public service films for DD National 11 Example of a visual universe 12 Example of how one can use a graphic device and a colour system to establish a visual brand architecture 13 14 Who are we speaking to? Doordarshan today is targeting a pan India audience across all 28 states and languages. Therefore the re-brand should appeal to all age groups in urban and rural alike. In a nutshell, it's every Indian. 15 Challenges that need to be addressed through design When Doordarshan set out in 1959, it aimed to create a national medium that spoke with and connected with all Indians across rural and urban centers equally The challenge today is the disparity between urban and rural. How do you 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. Therefore the balance between the rural and urban viewership aesthetics It should address the needs and aspirations of the millennials without alienating senior citizens 16 What does success look like? Success should be 'in business' and 'through design'. The re-brand should help position it alongside brands like BBC, CNN and Al Jazeera. 17 Al Jazeera 18 Thank you .

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