May 29, 2024
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Doordarshan Rebrands with Saffron Logo, Faces Criticism Ahead of Elections

Doordarshan, India’s state-run broadcaster, has sparked controversy with the introduction of its new saffron-colored logo for its flagship channel DD News, just months before the Lok Sabha elections. The channel described the change as a fresh avatar meant to enhance visual aesthetics, but it has been met with strong opposition accusations of “saffronisation.” Opposition parties and critics, including former Prasar Bharati CEO Jawhar Sircar, have expressed concerns over the timing and the choice of color, suggesting a political motive aligned with the ruling party’s colors.

In a recent statement, Gaurav Dwivedi, CEO of Prasar Bharati, defended the new design, stating that the vibrant orange hue was chosen as part of a broader revamp aimed at updating the channel’s look and feel, including new sets and technical upgrades. He emphasized that the color choice was intended for branding purposes and should not be interpreted as political. The broadcaster also reminded that Doordarshan’s original logo in 1959 was saffron and has historically varied in color and design.

The change has been part of a larger overhaul within the channel, previously coinciding with the G20 summit revamp of DD India. However, the alteration has done little to quell the criticisms from several quarters, with opponents arguing that the broadcaster now disproportionately favors government programming and events. The debate continues as the nation heads towards a crucial electoral juncture, highlighting the sensitive nature of such changes in a politically charged environment.

Pic Courtesy: google/ images are subject to copyright

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