New York: India’s public service broadcaster Doordarshan, a part of Prasar Bharati, has chosen ITV Gold channel in its bid to go global and engage international audiences across continents and to create a global voice for India.
The agreement was signed and exchanged last month between the two parties.
ITV Gold has a presence in North America, South America and the Caribbean (Guyana, Trinidad & Tobago, Suriname, Jamaica, Barbados and French Guiana) for distribution and launch of DD India in these territories.
DD India, the global news and current affairs channel of Doordarshan, will provide an Indian perspective on global events leveraging its network of bureaus and correspondents in India and all over the world.
TV audiences in the Americas will now have the opportunity to see and experience the emergence of a new self-reliant India through DD India, a press release said. In addition, the Indian diaspora in the Americas will also have a window into the latest news and events in India.
“Dissemination of the Indian view on world affairs among Indian diaspora and Caribbean communities has been minimal,” Padma Shri Dr. Sudhir Parikh, chairman of ITV Gold and Parikh Worldwide Media, commented. “With our plans to distribute DD India through ITV Gold, this gap will be filled,” he pointed out. “DD India will be available in the tristate area. We are also available in parts of California, Texas and the Midwest,” he said.
Additional Director General of Prasar Bharati, Sunil Srivastava said, “We were always keen to expand DD India in all geographies around the world. USA is among the initial steps and the Indian diplomatic presence in North America could help ramp up the viewership. Visiting Indian dignitaries would be happy to see DD India.”
Dr. Parikh went on to say, “I strongly believe that we must inform the Indian-Americans and South Asian-Americans about the growth trajectory of India toward becoming the 3rd largest economy in the world. And we must raise awareness about that growth in the Western world. In addition, this new partnership will connect the 2nd generation to their ancestral homeland and promote further strengthening of U.S.-India relations.”