The step up in revenue for DD II is expected to be considerable keeping inmind that the channel earned Rs 57 crore during 1999-2000, a sizable dropfrom Rs 75 crore in 1998-99. Senior Doordarshan officials said depending onthe success of the scheme, the same model of channel marketing could beextended to DD International and DD News.

Addressing mediapersons, Prasar Bharati chief executive officer RR Shah saidDoordarshan would increase the channel's reach over the next three months tocover 35 per cent of the population as against 15 per cent at present. Shahsaid the channel is currently visible in about 50 countries via Pas 4. Asper the new format, four half-hour time slots between 1900 hrs and 2100 hrsare being given to the highest bidder for one year. The floor price for 1900hrs to 1930 hrs is pegged at Rs 10 crore. The subsequent half-hour slot goesfor Rs 12.5 crore. Doordarshan charges Rs 15 crore as the floor price forthe 2000 hrs to 2030 hrs slot. The last half-hour slot goes for Rs 17.5crore.

Each successful bidder will have 300 seconds of free commercial time whichcould earn a minimum of Rs 24,000 for every ten seconds for the bidders torecover their floor price. Successful bidders will be required to submit 10per cent of the bid amount as down payment. Shah did not rule out a singleparty getting more than one slot or anyone getting two adjacent slots andthen converting it into a single hour-long programme.

Shah said only producers with at least 200 hours of programme productionwill be entitled to apply. The 1900 to 2000 hrs slot would air quiz shows,game shows, chats, fashion shows and youth-related programmes. Familyserials, soaps, sitcoms and film-based shows will shown in the 2000 to 2100hrs time slot. Shah said special attention will be taken to give a distinctprogramming identity to DD II. The 1700 hrs to 1900 hrs time slot will be achildren's slot. There will be only four film-based programmes throughoutthe week. Officials said this move is expected to rejuvenate the channel.