Doordarshan is changing its decades-old logo to reflect the choices of the "children of liberalization".
The iconic human-eye logo has been associated with "Indian"-ness. But most of the under-30 population haven't grown up with DD and "don't share the same nostalgia factor which the earlier generation did", said Prasar Bharti CEO Shashi Shekhar Vempati.
This is a bid to increase DD's relevance for youths.
Iconic Doordarshan logo to bid farewell
The iconic Doordarshan logo was part of a classroom exercise
The DD logo, born in 1959, was designed by Devashis Bhattacharya, student of National Institute of Design.
Now it has launched a public competition for a new logo that "while recalling the strong nostalgia associated with DD, should reflect the aspirations of new India".
The competition will be open on MyGov till August 13. The chosen logo designer will be awarded Rs. 1L.
All part of a plan to revive revenue
This is a part of Prasar Bharati's plans to revive viewership of Doordarshan. New programs are being introduced and older channels are being repackaged.
It recently re-launched some of its popular shows from the 1980s. Focus is on children, youth and music.
Currently, Doordarshan operates 23 channels.
Last financial year, DD had revenue of Rs. 827.5cr. In 2015-16, it earned Rs. 755cr.