"It's not Prasar Bharati any more - it's Prachar Bharati": Former CEO Slams Doordarshan's Logo Change, Calls it 'Saffronization', Alleges Violation of the Model Code of Conduct

Doordarshan, the public broadcaster stoked a massive controversy after it unveiled a new logo of DD News, changing its traditional red colour to a distinctive shade of orange. This move garnered the ire of the netizens, with many users noting the logo's resemblance to saffron, especially coming just ahead of elections. Jawhar Sircar, former CEO of Doordarshan's parent organization, Prasar Bharati, expressed disapproval at what he termed as the "saffronization" of the logo, suggesting it was not in line with the broadcaster's historical ethos.

"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 is the truth! DD News - Bharosa Sach Ka" Doordarshan had posted on X when they revealed the new look and feel of the channel to the world.

Taking to social media platform "X", Sircar lamented the change, stating that witnessing the "saffronization" of Doordarshan's logo was alarming, as it seemed to deviate from its original purpose. "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!" posted the Trinamool Congress MP.

He raised concerns about the timing of the logo change, suggesting it could influence public perception during the ongoing Lok Sabha elections. Sircar, who was the CEO of Prasar Bharati from 2012 to 2016, criticized the move as a departure from the organization's principles and a potential violation of the Model Code of Conduct, which mandates impartiality during elections.

However, Gaurav Dwivedi, the current head of Prasar Bharati, defended the logo change, asserting that it was purely a matter of visual aesthetics. According to an Indian Express report, Dwivedi maintained that the color was orange, not saffron, and emphasized that the decision was part of an overall upgrade to the channel's branding and appearance. He clarified that the logo change was aimed at refreshing the channel's image and enhancing its visual appeal, including the adoption of new lighting and equipment.

Doordarshan's logo has undergone various transformations since its inception in 1959, initially featuring a saffron hue before transitioning to blue, yellow, and red. The recent logo change marks a return to the orange shade, prompting debates over its political connotations. Additionally, the government's directive for DD News anchors to wear Khadi outfits, as part of promoting India's heritage, has stirred further discussions about the broadcaster's alignment with political narratives. DD's decision to telecast morning prayers at the Ram Lalla idol further adds to the ongoing debate.