New Delhi:
Doordarshan, the autonomous public broadcaster, has changed the color of its logo from red to a striking orange shade, sparking criticism from the opposition camp. DD News, Doordarshan's English news channel, unveiled the logo while sharing a new promotional video on X recently.
While our values remain the same, we are now available in a new avatar. Get ready for a news journey like never before.. Experience the all new DD News!
We have the courage to:
Accuracy over speed
Facts over claims
Truth over sensationalismBecause if it's on DD News, it's… pic.twitter.com/YH230pGBKs
— DD News (@DDNewslive) April 16, 2024
“While our values remain the same, we are now available in a new avatar. Get ready for a news journey like never before… Experience the all-new DD News,” the caption read.
The new logo was criticized online, with several users pointing out that it was saffron and that the move came just before the elections. Trinamool MP Jawhar Sircar, former boss of Doordarshan's parent organization, also said it hurts to see the 'saffronisation' of Doordarshan's logo just before the elections.
“National broadcaster Doordarshan colors its historic flagship logo in saffron! As an ex-CEO, I have watched the saffronisation with horror and feeling – it is not Prasar Bharati anymore – it is Prachar Bharati,” he said in an online message.
Mr Sircar was CEO of Prasar Bharati, the statutory body that oversees Doordarshan and All India Radio, from 2012 to 2016.
As an ex-CEO of Prasar Bharati, it hurts to see the saffronization of Doordarshan's logo
– just before the elections!
It will influence the voters, by overlapping the color one religion and the parivar color of Sangh with a 'neutral' public broadcaster and a biased government/regime! pic.twitter.com/g7m0PH9nMf— Jawhar Sircar (@jawharsircar) April 20, 2024
Outlining his opposition, he said in a video: “It is quite inappropriate to see that the national broadcaster has chosen the color saffron for its branding.” He also termed the move as a violation of the Model Code of Conduct, a set of restrictions imposed before the elections to ensure a level playing field for the candidates.
However, the current Prasar Bharati boss disagreed with Mr Sircar and justified the move as essential in line with the visual aesthetics. He also emphasized that the color was orange.
Speaking to The Indian Express, Gaurav Dwivedi said the use of a bright, attractive color was based on the channel's branding and visual aesthetic. He also said that not only the logo but also the appearance of the station has been improved, including new lighting and equipment.