Prasar Bharati seems to have taken criticism by the parliamentary committee on information technology on its poor marketing efforts seriously.

For, its new baby DD Bharati will have a private ad agency prepare a high pitch campaign for the youth, culture and entertainment channel, rather than the staid old Department of Audiovisual Publicity (DAVP) dishing out the usual release prior to its launch on 26 January, Republic Day.

Reports say at least five agencies, including Mudra, Lintas and Crayon, are making a pitch for the account that will be finalised shortly. The pubcaster is obviously not leaving any stone unturned in its effort to make Bharati a winner. DD has tied up with several organisations including the Discovery Channel, the Technology Media Group, Indira Gandhi National Centre for Arts and Morepen Labs for content.

TMG will produce software for a daily one hour branded slot on infotech, while Morepen will provide content for a daily one-hour slot on healthcare. DD Bharati has already tied up with IGNCA for a slot on culture and may sign an agreement with Discovery for access to international nature and adventure software.

DD Bharati has also finalised a new logo for itself.

On paper at least, the preparations for DD's new arrival seem to be spot on. How this translates in terms of viewers' response will in part depend on whether there is a match between intent and actuality.