Public Broadcaster for Kids': need of the hour

Over the last decade so, television broadcasting industry in India has seen a dramatic change. The growth of multichannel television scenario and the emergence of strong pay television operators have fundamentally altered the competitive dynamics in this market.  And – with the arrival of the digital era – we are poised for more dramatic changes.
Public service broadcasters (PSBs) were conceived in a world of one or two channels. Most PSBs are former monopolies, and were originally designed to provide the entire supply of programming for the market.
Sadly, Children in India are so starved for good entertainment on TV that most in the age bracket of (4-9 years) kids are hooked on to Hindi general Entertainment Channels that show family soaps. We do have private kids’ channel such as the Cartoon Network, Pogo, Nickelodeon, Disney group of channels and few regional private kids’ channels as well. But, like UK or, Australia why cannot we boast of a Public Broadcaster for Kids’ or in other words why cannot DD have its own Kids’ channel. What’s stopping them from having their own channel?
Well these are good questions to raise but you will seldom find an answer. India has so much of culture and mythology and historical yet, DD borrows kids programming from Disney. I remember as a kid in the 80s DD used to have some animated short stories in Hindi like Simi-The fish, Ek Titli Anek Titliyan, Tree of Life to name a few for kids. But, today’s kids are growing up on Pokemon, Doremon, Sinchan and the likes. Children, are exposed to all sorts of crass content that is having a negative impact on them. A DD kids channel would go a long way in plugging that need gap.
Doordarshan, with its huge reach through terrestrial, cable and satellite TV will go a long way in reaching kids who don't have access to quality content. The content can be both educative and entertaining like it is across the world. One of the best examples of a kids’ channels BBC’s CBeebies.
Sesame Street kind of an initiative to give children from under-privileged background a platform to learn skills should be replicated in India. Sesame Street is a long-running American children's television series. In India it has been adapted and called ‘Gali Gali Sim Sim’ and it airs on DD.We should have more of such programmes on DD for children. Time will only tell when these suggestions will be taken seriously.