DD National to be relaunched as 'Desh ka apna channel'

In a bid to attract more viewers, public broadcaster Doordarshan is relaunching its National Channel with a "new look and feel", while positioning it as the country's "own channel".

The channel will be re-dedicated to the people with the tagline 'Doordarshan National -- Desh Ka Apna Channel' (the country's own channel), officials said, adding fresh content that promises "wholesome entertainment" will be aired from Monday.

Apart from new programmes, the channel will be repackaged in new colours -- purple and pink.

"We want that Doordarshan should be the preferred channel of the people. So from November 17, a repackaged channel with fresh content will be beamed to viewers across the country," an official said.

"In keeping with our vision for providing wholesome entertainment to audiences across the length and breadth of the country with a public service responsibility, Doordarshan National will be coming with a new look and feel and 8 new shows in prime time," said Vijayalaxmi Chhabra, director general, Doordarshan.

Officials hoped that the new programmes, many of which are being launched on November 17, will find favour with the audiences.

"There was some problem in acquiring best quality content earlier but now the guidelines that have been put in place are more competitive and we feel that Doordarshan will be able to show best quality," the official added.

A statement released said that the channel will focus on themes like traditional family values, nation before self and trustworthiness.

It also listed some of the new programmes that are to be launched. These include 'Happy Homes', a light comedy of unity in diversity when people speaking different languages and from different regions live together in a colony.