The Rural-Urban Dichotomy of Doordarshan's Programming in India

Abstract

Doordarshan, India's state-run television network, has changed its programming strategies in view of India's economic liberalization policy of the 1990s. This study examines the impact of Doordarshan's shift in programming bias from the `rural' to the `urban' among 800 respondents in Bangalore city and surrounding villages. Findings reveal that urban viewers had a more positive perception of Doordarshan's programming after Doordarshan added cable channels. Doordarshan has to rethink its programming strategies to better serve the rural and urban audiences who cannot afford cable television. Doordarshan has the challenging task of trying to resolve the rural-urban dichotomy by providing more regional Indian language and locally relevant programs that are both entertaining and social goals oriented.