Doordarshan, the Government of India-owned public broadcaster and flagbearer of the 1980’s generation, is set to receive a logo change; the iconic logo which we see now was designed in 1959. Logo ideas from the general public have been invited as well. Two years before the senior citizen age, the broadcaster will thus sport a new look.
The logo design invitation was opened on Monday evening. Doordarshan authorities stated that the design change had been initiated to “improve the look and feel of the network”, Mint reports. The broadcaster currently runs 23 channels across the country. The winner of the logo design contest will receive a cash prize of Rs 1 lakh. The last date for submitting the logo designs is August 13.
Shashi Shekhar Vempati, the CEO of Prasar Bharati (which runs Doordarshan and All India Radio) said, “Much of the population today is under 30 years of age. These are the children of liberalization who have not grown up with Doordarshan. They don’t share the same nostalgia factor which the earlier generation did.”
65 percent of India’s population is now under the age of 35. Clearly, they have never known what Doordarshan stood for in the last part of the ’80s and the early ’90s. For, it is impossible to visualize the pre-liberalization period in India’s history without the likes of Dekh Bhai Dekh, Flop Show, Ramayan, and Karamchand, all of which used to be broadcast on Doordarshan, and which made stars of Shekhar Suman and Pankaj Kapoor. There are many differences between modern Indian media and the behemoth that Doordarshan once was.
So popular did Ramayan turn out to be that on Sunday mornings when the series was broadcast, the streets would clear out.
Perhaps drawing from this emotion, Vempati added, “We have to connect with the youth of India and make brand Doordarshan relevant to them. The logo has to reflect that.”
The current design symbolizes a human eye, indicative of the words Door and Darshan, which, roughly translated, means “Seeing from a distance.” Doordarshan may also mean “looking into the future.”
“Relevance” is the keyword as far as the new logo design is concerned. The design invitation states, “The new logo while recalling the strong nostalgia associated with the DD brand, should reflect the aspirations of a new India.”
Doordarshan is currently on a renovation spree as better programs, and more channels are being rolled out. The fiscal performance of the broadcaster is also on the rise. For the FY ended March 31, the revenues swelled to Rs 827.5, up from Rs 755 crores in 2015-16.