NI Bureau
New Delhi : The autonomous public broadcaster, Doordarshan, based in New Delhi, has altered its logo from red to a distinctive shade of orange, drawing backlash from the opposition. DD News, Doordarshan’s English news channel, debuted the logo in a recent promotional video.
The caption accompanying the reveal stated, “While our values remain unchanged, we are presenting ourselves in a new avatar. Brace yourself for a news experience like never before…Witness the revamped DD News.”
The new logo faced online criticism, with many users noting its saffron hue and its timing just ahead of elections. Jawhar Sircar, a Trinamool MP and former head of Doordarshan’s parent organization, expressed dismay at the “saffronisation” of the logo prior to elections.
“India’s national broadcaster, Doordarshan, has infused its historic flagship logo with saffron! As a former CEO, I’ve watched its shift toward saffron with concern – it’s no longer Prasar Bharati; it’s Prachar Bharati,” he wrote in an online post.
Sircar, who led Prasar Bharati from 2012 to 2016, voiced his disapproval in a video, stating, “It’s highly inappropriate for the national broadcaster to adopt saffron as its branding color.” He also characterized the move as a violation of the Model Code of Conduct, which imposes restrictions before elections to ensure fairness.
However, Gaurav Dwivedi, the current head of Prasar Bharati, disagreed with Sircar, justifying the change as essential for visual aesthetics. He also insisted that the color was orange, not saffron.
In an interview with The Indian Express, Dwivedi explained that the choice of a vibrant, attractive color aligned with the channel’s branding and visual appeal. He noted further enhancements beyond the logo, including new lighting and equipment, contributing to an overall refreshed look and feel.
Aniket Sardhana
