Which Committee was constituted in 1991 to examine and recommend ways and means to win over advertisers to Doordarshan?

(A) Rangnathan Committee

(B) Chanda Committee

(C) (B)G. Verghese Committee

(D) Mahalik Committee

Correct Ans: (D)

Explanation:

In 1991, the Indian government set up the Mahalik Committee to examine and recommend ways to increase advertising revenue for Doordarshan. At that time, Doordarshan faced stiff competition from emerging private channels. To sustain itself financially, it needed stronger advertiser support.

First, the committee analyzed the challenges that kept advertisers from investing in Doordarshan. It found that rigid policies, outdated content strategies, and limited reach among premium audiences discouraged brands from advertising. Moreover, private channels offered more flexibility, making them a preferred choice for advertisers.

Next, the Mahalik Committee suggested several reforms to make Doordarshan more advertiser-friendly. It recommended improving content quality, revising pricing models, and offering customized advertising packages. Additionally, it proposed easing bureaucratic restrictions to enable faster decision-making in ad sales.

Furthermore, the committee emphasized the need for research-based programming. It advised Doordarshan to study audience behavior and tailor content accordingly. By doing so, the broadcaster could attract a more diverse audience and increase advertising appeal.

In conclusion, the Mahalik Committee played a crucial role in shaping Doordarshan’s advertising policies. Its recommendations helped the network compete with private players while maintaining its public service mandate.