TOI : TV s popular characters promote DAS-II

To promote,educate and inform audiences in India about the
second phase of
digitization, four leading Hindi
General Entertainment
Channels - Zee TV, Star Plus, Colors and Sony
- have come together to create PSAs
featuring their most popular protagonists.
Well known actors, Mahima Makhwala and Roopal Tyagi
(Rachana & Gunjan from Zee TV's Sapne Suhane Ladakpan
Ke), Deepika Singh and Anas Rashid (Sandhya and Sooraj
from Star Plus' Diya Aur Baati Hum), Deepika Samson (Simar from Colors' Sasural Simar Ka)
and Shivaji Satam (ACP Pradyuman from Sony's C.I.D), and have been roped in to
announce Phase -II DAS in India.
In the PSAs, the actors will announce that 1 April 2013 is the cut-off date where
digitisation will be completed in38 cities.
The Task Force constituted by Ministry of Information and
Broadcasting (MIB) for Phase-II DAS has paved the way for the
rollout of digital addressable system (DAS) II in 38 cities in
India. The four metros - Mumbai,Delhi, Kolkata and Chennai -
were part of the first phase of digitisation. The MIB is confident
of meeting the 1 April, 2013 deadline for cable TV digitisation
in 38 more cities in the second phase of digitisation that covers the one million plus cities across
the country, including Pune, Nagpur, Nashik, Aurangabad and Thane, among others.
MIB's Public Awareness Campaign for DAS-II includes
two television advertisements
i.e. "Nukkad Natak" (30 secs) and
"Jadugar" (40 secs). IBF members have been requested
to carry these commercials at
least 8 times per day (including
primetime) with immediate
effect. The MIB has also requested IBF to inform the schedule of genre wise switch
off in consultation with MSOs
specifying the genre and the date.

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