Doordarshan's free-to-air sports channel DD Sports is seeking partnership with private production houses to introduce new programming and compete with private sports channels.
Currently, DD Sports' programming ranges from shows on indigenous sports of the country to coverage of local/national sporting events and films on popular Indian sportsmen, including Olympians. On the back of competition from private channels, DD Sports is undergoing a complete programming revamp and is looking forward to tie up with private producers where it can work out a revenue sharing model.
The channel is also in talks with different sports federations across the country to introduce fresh content pertaining to different sporting events. The channel has a tie-up with four sports federations of the country where it telecasts the events organized by them.
DD Sports has already been working with All India Tennis Federation, All India Chess Federation, Table Tennis Federation of India, and Wrestling Federation of India. The broadcaster is in the process of extending its contract with Athletics Federation of India and is in talks with Indian Hockey Federation. The channel also aims to focus on programming, based on indigenous and tribal games played across different parts of the country. A major chunk of the new programming will come from indigenous games that strike a chord with urban viewers. The decision to revamp DD Sports comes as a part of Prasar Bharati's efforts to revive the viewership and finances of the entire Doordarshan network.