New Doordarshan logo sparks row, ex-boss Jawhar Sircar reacts

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Doordarshan, the autonomous public broadcaster, has unveiled a new logo, changing its traditional red colour to a distinct shade of orange. The announcement of the new logo came with a promotional video shared by DD News, the English news channel of Doordarshan.

“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 accompanying the promotional video read.

However, the change in logo colour has sparked criticism, particularly from the opposition camp. Many online users pointed out that the new colour resembled saffron, a hue often associated with a particular political ideology.

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 put:

Accuracy over speed
Facts over claims
Truth over sensationalism

Because if it is on DD News, it… pic.twitter.com/YH230pGBKs

— DD News (@DDNewslive) April 16, 2024

Trinamool MP Jawhar Sircar, the former CEO of the parent organisation of the Doordarshan, expressed his disappointment, referring to it as the “saffronisation” of the Doordarshan logo just before the Lok Sabha elections.

“National broadcaster Doordarshan colours its historic flagship logo in saffron! As its ex-CEO, I have been watching its saffronisation with alarm and feel – it’s not Prasar Bharati anymore – it’s Prachar Bharati,” he remarked in an online post. Sircar served as the CEO of Prasar Bharati from 2012 until 2016.

As ex CEO of Prasar Bharati it hurts to see the saffronisation of Doordarshan’s logo
— just before elections!
It will influence voters, by overlaying the colour one religion and Sangh parivar colour with a ‘neutral’ Public Broadcaster and a biassed Govt/Regime! pic.twitter.com/g7m0PH9nMf

— Jawhar Sircar (@jawharsircar) April 20, 2024

Expressing his opposition, Sircar highlighted the move as a violation of the Model Code of Conduct, a set of restrictions imposed before elections to ensure fairness for candidates.

In response, the current head of Prasar Bharati, Gaurav Dwivedi, defended the change in the colour of the Doordarshan logo, describing it as essential for visual aesthetics. He maintained that the colour was orange, not saffron, and explained that the decision was part of an overall upgrade in the channel’s branding and visual appearance, which included new lighting and equipment.