In a recent move that has sparked debates and discussions across India, the national broadcaster and everybody’s least favourite news channel, Doordarshan, has changed its iconic logo to a saffron hue, possibly disrupting a core memory every 80s and 90s kid has associated with it since our childhood. The change, which was unveiled recently, has drawn both praise and criticism from various quarters.
The new logo, featuring the familiar ‘DD’ in a “vibrant” saffron colour, replaces the traditional blue and green colours that have been synonymous with Doordarshan for decades. While some see the change as a bold and refreshing update, others view it as a departure from the broadcaster’s longstanding visual identity.
From Prasar Bharati to Prachar Bharati
Former CEO of Prasar Bharati and TMC MP, Jawhar Sircar, expressed his disappointment with the change, stating that it “hurts to see” the iconic logo altered in such a manner. Sircar, who was instrumental in the revival of Doordarshan during his tenure, believes that the new logo fails to capture the essence and legacy of the broadcaster. He further expressed concern over what he perceives as a shift from Prasar Bharati to “Prachar (publicity) Bharati.”
The decision to change the logo comes at a time when Doordarshan is seeking to modernise its image and appeal to a younger audience. The saffron colour is often associated with Hinduism and it is fair to believe that it has political connotations in India, leading to speculation about the motives behind the change.
Supporters of the new logo argue that it represents a fresh start for Doordarshan, signalling a shift towards a more contemporary and dynamic brand image. They believe that the saffron colour reflects the vibrancy and diversity of India’s cultural landscape.
Critics, however, contend that the change is unnecessary and could alienate viewers who are fond of the traditional logo. They argue that Doordarshan should focus on improving its content and programming rather than changing its visual identity.
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Doordarshan takes a subtle dig at critics who slammed new logo change
DD News unveiled its new logo on the X platform with a bold proclamation: “While our values remain steadfast, we’re sporting a fresh look. Brace yourself for a news adventure like never before. Welcome to the revamped DD News!” The channel’s announcement exuded confidence, declaring their commitment to accuracy over speed, facts over claims, and truth over sensationalism, asserting, “If it’s on DD News, it’s the truth! DD News – Bharosa Sach Ka.”
“Unethical and Grossly illegal”: Mamta Banerjee
TMC supremo and West Bengal chief minister lashed out against the centre’s “unethical and grossly illegal” move to change the colour of the channel’s logo while the elections are taking place.
“I am shocked at the sudden saffronisation and change of colour of our Doordarshan logo when the national elections are taking place across the country! It is absolutely unethical, grossly illegal, and speaks loudly of the pro-BJP bias of the national public broadcaster!
How could the Election Commission of India allow this crude, pro-Saffron violation of the Model Code of Conduct when the people are in the electoral mode?! ECI must immediately stop it and reverse the change to go back to the original blue colour of the logo of Doordarshan!,” she wrote on ‘X.com’
Tamil Nadu Chief Minister MK Stalin called it a travesty and an act of “monolithic fascism”
First they Sanskritised the pure Tamil name of Radio as Akashavani; then they also changed the beautiful Tamil word Pothikai from its handle and now with Doordarshan, they have hit the saffron mark too!
As we said during the election campaign, these are just previews of BJP’s plan to saffronise everything. The results of the 2024 elections will show that the people of India are rising against this monolithic fascism!”
However, according to a report by Mint, Doordarshan’s logo originally featured saffron when it was launched in 1959 before being changed to blue, yellow, and red. The current logo retains the two petals with a globe in the centre, while the words “Satyam Shivam Sundaram” have been removed over time.
In a bid to promote Indian heritage, Doordarshan has made it mandatory for its news anchors to wear Khadi outfits, as per a Memorandum of Understanding (MOU) signed between Prasar Bharati and Khadi India. This move aligns with DD’s recent decision to live telecast morning prayers offered to the Ram Lalla idol daily, showcasing a blend of tradition and modernity.
The revamped logo and the shift to Khadi outfits reflect Doordarshan’s efforts to redefine its identity and resonate with a contemporary audience while staying rooted in India’s rich cultural heritage.
The controversy surrounding the logo change highlights the challenges faced by Doordarshan as it seeks to remain relevant in an increasingly competitive media landscape. Whether the new logo will help Doordarshan attract a new generation of viewers or alienate its existing audience remains to be seen.
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