NEW DELHI, Apr 20: Doordarshan, the public television broadcaster which on paper is supposed to be autonomous, has changed the colour of its logo from red to a distinct orange shade, sparking criticism from the opposition camp.
DD News, the English news channel of Doordarshan, revealed the logo while sharing a new promotional video on X. “While our values remain the same, we are now available in a new avatar. Get ready for a news journey like never before…Experience the all-new DD News,” the caption read.
The new logo faced criticism online with several users pointing out that it was saffron and the move came right ahead of elections. Trinamool MP Jawhar Sircar, former boss of Doordarshan’s parent organisation, too said it hurts to see the “saffronisation” of Doordarshan’s logo just before elections.
“National broadcaster Doordarshan colours its historic flagship logo in saffron! As its ex-CEO, I have been watching its saffronisation with alarm and feel – it’s not Prasar Bharati any more – it’s Prachar Bharati,” he said in an online post. Mr Sircar had served as the CEO of Prasar Bharati, the statutory body that oversees Doordarshan and All India Radio, from 2012 until 2016.
Outlining his opposition, he said in a video, “It’s quite inappropriate to see the national broadcaster has chosen the colour saffron for its branding.” He also termed the move as a violation of the Model Code of Conduct, a set of restrictions imposed before elections to ensure a level-playing field for the candidates.
The current boss of Prasar Bharati Gaurav Dwivedi, however, differed with Mr Sircar, justifying the move as essential in line with visual aesthetics. He also insisted the colour was orange. He said using a bright, appealing colour was based on the channel’s branding and visual aesthetic. He also said not just the logo, the channel has also upgraded its look and feel, including new lighting and equipment.
(Manas Dasgupta)