Former Prasar Bharati CEO criticises Doordarshan's new 'saffron' logo, raises questions of neutrality
Doordarshan recently unveiled its new logo, switching from its traditional red to an orange color. The change was announced on X, with the channel stating, «While our values remain the same, we are now available in a new avatar.» The move has faced backlash, with critics questioning the timing and motive behind the color change, particularly with elections on the horizon.
Jawhar Sircar's Concerns
Jawhar Sircar, a former CEO of Prasar Bharati, expressed concern over the logo change, labeling it as «saffronisation.» He remarked, «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 (publicity) Bharati!» Sircar's comments highlight the sensitivity surrounding Doordarshan's perceived neutrality and independence.
Outlining his opposition, he said in a video, «It's quite inappropriate to see the national broadcaster has chosen the colour saffron for its branding.» He also termed the move as a violation of the Model Code of Conduct, a set of restrictions imposed before elections to ensure a level-playing field for the candidates.
In contrast, in an interview with The Indian Express, Gaurav Dwivedi, the CEO of Prasar Bharati, defended Doordarshan's logo color change, stating that the decision was based on the channel's branding and visual aesthetic.
Dwivedi emphasized that the new, bright color was chosen to enhance the channel's overall look and feel. He also highlighted
