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Adhikari Brothers offers Rs 180 million for DD prime time slot

BS Corporate Bureau

Sri Adhikari Brothers Television Network has emerged as the highest bidder for DD Metro Channel's prime time slot (8 pm-10 pm).

The financial bids were opened on Thursday at the Mandi House, the DD headquarters in Delhi. The amount offered by SABTNL was Rs 180 million for the prime time slot. DD had invited the bid by way of tender notice without any floor price.

Speaking to Business Standard from Delhi, Markhand Adhikari, vice-chairman and managing director of SABTNL said: "I am very happy that we have won the prime time slot on DD Merto. SABTNL has been one of the leading television content providers for DD in the past. We started our association with DD in the 1980's. Till date, we have produced 2,000 hours of programmes only for DD. Our total media assets touch 4,000 hours."

The bidding process for DD-Metro's prime time band had attracted three contenders namely SABTNL, Pritish Nandy Communications and Prachar.

While SABTNL had bid for two hours from 8 pm to 10 pm, PNC had bid for a one hour band from 8 pm to 9 pm. Prachar on the other hand had reportedly made a bid for the entire four hour slot that had been put on block by Prasar Bharti.

Adhikar said: "Today's (Thursday's) full fledged Metro channel was initially conceptualised in 1990 with Bombay Kendra only, as the second channel of DD. SABTNL was the first to offer programmes for the channel which has taken full-fledged shape of the Metro channel in 1994."

At present, SABTNL's programmes like Suraag, Suspense Every Week, Damini, Gharkul are amongst the top programmes, company officials claimed.

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