In a strategic move to rejuvenate its news programming, Prasar Bharati has entered into a ₹15 crore annual agreement with veteran journalist Sudhir Chaudhary. Under this contract, Chaudhary’s production company, Essprit Productions Pvt Ltd, will produce a one-hour exclusive show to be aired on DD News five days a week. This initiative aims to modernize the channel and enhance its viewership.
Agreement Details and Strategic Objectives
The collaboration involves Essprit Productions delivering 260 episodes annually, with a remuneration of ₹15 crore per year, plus applicable taxes. This fee aligns with the Central Bureau of Communication’s (CBC) approved rate of ₹28.60 crore plus tax for 260 one-hour shows, as per the guidelines dated May 24, 2012.
The selection of Chaudhary was facilitated through a nomination process under Rule 194 (Clauses iii and iv) of the General Financial Rules (GFR) 2017, allowing for direct engagement in specific circumstances. A Search-and-Selection Committee, chaired by Ashok Tandon, identified Chaudhary based on his credibility, TRP records, and substantial social media presence. The committee noted that leading market figures might not participate in regular tendering processes, justifying the nomination route.
Prasar Bharati’s decision to bring Chaudhary on board is part of a broader strategy to revitalize DD News. By leveraging Chaudhary’s extensive experience and audience appeal, the broadcaster aims to enhance the channel’s market share and relevance in the competitive news landscape. This move is accompanied by plans for additional shows and a shift towards a more multimedia-driven content approach. BMI+2The Indian Express+2Vartha Bharathi+2Vartha Bharathi+1The Indian Express+1
Controversies and Legal Challenges
Despite the strategic intent, Chaudhary’s appointment has ignited controversy due to his past legal entanglements. Notably, he was implicated in an extortion case that led to his incarceration in Tihar Jail. Additionally, in 2023, the Karnataka police filed a case against him for allegedly disrupting communal harmony, and in 2024, he faced charges under the SC/ST Act in Jharkhand, for which he was later granted relief. SootrHydNewsToday
These incidents have raised questions about the prudence of his selection for a prominent role on a public broadcasting platform. Critics argue that his controversial background could impact the credibility of DD News and Prasar Bharati. However, supporters within the organization contend that Chaudhary’s professional expertise and substantial following outweigh these concerns.
Prasar Bharati’s Confidence and Future Outlook
Prasar Bharati remains steadfast in its decision, expressing confidence in Chaudhary’s ability to attract and engage viewers. Officials highlight his proven track record in television journalism and assert that his involvement will contribute positively to DD News’s evolution. The broadcaster emphasizes that the agreement adheres to all regulatory guidelines and represents a value-for-money investment aimed at delivering high-quality content to the audience. BMI
As preparations for the new show progress, industry observers are keenly watching how this collaboration will unfold. The success of this initiative could set a precedent for future partnerships between public broadcasters and private production entities, potentially reshaping the landscape of news broadcasting in India.
In conclusion, while the appointment of Sudhir Chaudhary to DD News brings with it a blend of optimism and skepticism, Prasar Bharati’s strategic move underscores its commitment to revitalizing its content and expanding its viewership base. The coming months will reveal the impact of this collaboration on the broadcaster’s trajectory and its reception among the Indian audience.
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