Doordarshan Faces Criticism Over New Orange Logo, Ex-Boss Makes a Remark

DD News recently unveiled its new logo in a promotional video. The English news channel of Doordarshan announced the launch of their new brand identity. The channel’s caption conveyed the message that while their core values remain unchanged, they are presenting themselves in a fresh and revamped form, providing a novel news experience. The new logo received criticism from online users who pointed out that it bore a saffron color, and its unveiling coincided with upcoming elections.

Jawhar Sircar, a former head of Doordarshan’s parent organization, expressed disappointment at the apparent “saffronisation” of the logo just before the elections. He denounced the change, stating that it no longer represented Prasar Bharati but rather “Prachar Bharati”. Highlighting his opposition, Sircar emphasized the inappropriateness of choosing the color saffron for the national broadcaster’s branding. He also labeled the move as a breach of the Model Code of Conduct, which imposes regulations before elections to ensure fair competition for all candidates.

Sircar, who had previously served as the CEO of Prasar Bharati, conveyed his concerns through a video message. Contrary to Sircar’s views, the current head of Prasar Bharati, Gaurav Dwivedi, defended the decision, asserting that the color was, in fact, orange and justified it as necessary to align with the channel’s visual aesthetics. Dwivedi also noted that the channel has made overall enhancements, including upgrades in lighting and equipment, aligning with their new branding. Speaking to The Indian Express, he emphasized the importance of using a vibrant and appealing color as part of the channel’s updated visual identity.