Indian government’s Public service broadcaster Doordarshan has begun selling gift Items and merchandise on Amazon India, an attempt to make viewers relive the nostalgia of the 80s and the 90s.
Doordarshan, Prasar Bharti’s divisions, is also trying to make younger viewers familiar with their famous shows.
Doordarshan’s souvenir store on Amazon started selling products such as coffee mugs, sippers, and t-shirts containing the tagline “I am in your DNA, I am your Doordarshan”.
Doordarshan had in June 2018 opened a brick-and-mortar souvenir store at Doordarshan Bhawan, New Delhi.
“We are very excited to launch Doordarshan souvenirs on our marketplace and associate with DD to spread the nostalgia around the brand to a nationwide audience,” said Gopal Pillai, vice-president, seller services, Amazon India told media.
As a part of its digital push, Doordarshan is also working on an OTT streaming platform, a move that will help it compete with Netflix, Amazon Prime, and Hotstar.
Doordarshan reported annual net revenue of Rs 943.8 crore for 2018-2019, a jump from the previous year’s net revenue of Rs 884.4 crore.