New Delhi, Aug 10: The Chief Executive of the  state-run Lok Sabha TV channel, Rajiv Mishra, on Friday said the channel is likely to undergo an image makeover in terms of its content and presentation primarily with a view to attract the large viewer-ship in the under 35 age group. The move comes closer on the heels of the channel registering an impressive increase in its advertising revenue.
 “The organization has registered a growth of 1500 per cent in the first quarter of financial year 2012-13. The advertisement sales of the LSTC during the first quarter of 2011-12 were registered as Rs 31,75,200 while during the same period this year it was to the tune of Rs 483,31,400,” said Mishra.
 He said that a corresponding growth of over 300 per cent has also been registered in viewer ship and reach in the first quarter of financial year 2012-13. The channel is no more dependent on the LS secretariat for its immediate financial needs.
 Mishra said that the plan for the next one year is being drawn to upgrade the content without compromising on the basic value system of the channel. “We want to attract the young viewers and the content change will be guided by this factor,” he said.
 Giving an insight into the future planning in this regard, he said the endeavour would be to make the programme more interesting. For instance, there is a plan make programmes based on the lives of the great personalities more viewer friendly and present them as docudramas. “Our teams will travel to other parts of the country particularly to the areas to which such personalities hailed from to shoot the programmes,” he added.
 Describing the LS TV as a very good media window for advertising any product, he said that the channel’s advertising rates were the same as fixed in 2004 and vary from Rs 600 to 800 per ten seconds depending on the timing.
 However, on the issue of permitting private players to advertising their products, LS TV accepts advertisements only from government departments and PSUs, he said that it was a policy matter.
 “We can discuss with the Government if any such proposal is mooted,” he said.

Lastupdate on : Fri, 10 Aug 2012 21:30:00 Makkah time
Lastupdate on : Fri, 10 Aug 2012 18:30:00 GMT
Lastupdate on : Sat, 11 Aug 2012 00:00:00 IST