An Audience Research Unit of Doordarshan conducted a study in 1993 which revealed that development-oriented programmes do not have viewership because of
(A) Lack of local specificity
(B) Absence of entertainment
(C) Language barrier
(D) Lack of diversity in programmes
Correct Ans: (A)
Explanation:
In 1993, the Audience Research Unit of Doordarshan conducted a study to understand why development-oriented programmes struggled to attract viewers. The findings revealed that the lack of local specificity was the main reason for low engagement.
Viewers found these programmes too generalized and not relevant to their immediate concerns. Since India is a diverse country with multiple languages, cultures, and regional issues, a one-size-fits-all approach did not work. Audiences preferred content that directly addressed their local needs, problems, and aspirations.
Additionally, the study suggested that many government awareness programmes failed because they used standardized messaging rather than region-specific storytelling. People felt disconnected from the content as it did not reflect their daily lives, struggles, or dialects.
To improve viewership, media experts recommended customizing development-oriented content based on local realities. Using regional languages, culturally relevant examples, and relatable storytelling could enhance engagement. Later, community radio, regional TV channels, and localized programming emerged to address these concerns.
In conclusion, Doordarshan’s 1993 study highlighted the importance of local specificity in development communication. Without catering to regional interests, even well-intended programmes struggle to capture audience attention and create meaningful impact.
