From SITE to Satellite: Journey of Television Journalism in Odisha

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Over nearly five decades, Odisha’s television media has evolved from public broadcasting experiments to a crowded 24×7 news ecosystem—bringing both opportunity and growing challenges.

By Pradeep Kumar Panda

BHUBANESWAR, July 18, 2025— Television made its soft launch in Odisha in the mid-1970s with the advent of Doordarshan. The entry was marked by the Satellite Instructional Television Experiment (SITE) in 1975–76—the first satellite-based educational initiative in India, and a pioneering global effort in using space technology for social education.

SITE covered the districts of Dhenkanal, Sambalpur, and Phulbani, with Odia-language programming produced at a base production center in Cuttack. In 1978, a 1 kW terrestrial transmitter was installed in Sambalpur under the SITE continuity programme. During the 1982 Asian Games (ASIAD), Bhubaneswar received a Low Power Transmitter (LPT), and a High Power Transmitter (HPT) was established in Cuttack in 1985. Limited-time Odia programmes began in 1987, followed by a daily Odia news bulletin in 1988.

By 1991, regional uplinking facilities enabled statewide networking. A new studio complex in Bhubaneswar, operational from 1992, centralized production. The 1980s and ’90s also saw the spread of Low Power Transmitters across the state. Today, Doordarshan studios operate in Bhubaneswar, Sambalpur, and Bhawanipatna.

The Rise of Private Television

The introduction of private channels catalyzed a surge in locally produced content. Aajira Odisha (1995), the first successful Odia news magazine, set the tone for future endeavors.

Odisha Television (OTV), considered the first private electronic media outlet in the state, launched on April 17, 1997, in Bhubaneswar and Cuttack. Its daily news bulletin Pratidin, launched in 1998, earned popularity for its refreshing format and strong local coverage. OTV transitioned to satellite broadcasting in January 2007 and became a 24×7 news channel. It later expanded with content-specific channels: Taranga (entertainment), Prarthana (religion), and a music channel.

In 2002, Enadu Television (E-TV) launched the first Odia private satellite channel. Though ETV Odia emphasized entertainment, it also featured round-the-clock news and pioneered many formats, especially in election coverage.

The year 2009 marked a major expansion, with the launch of Naxatra, Kamyab TV, Josh TV, and Kanak TV—the latter part of Eastern Media Ltd, which also owns Sambad and Radio Choklate. The Sarthak Group added Sarthak TV and Ollywood TV in 2010, while STV and MBC TV joined the fray in 2011. However, Kamyab TV and STV later shut down. Zee Kalinga entered in 2014, followed by Kalinga TV and Prameya News 7 in 2015.

The Double-Edged Sword of Media Proliferation

With more than a dozen 24×7 Odia news channels, Odisha’s television market is now saturated—disproportionate to its advertising revenue base. Opinions differ on the consequences: some believe competition enhances quality, while others argue it fosters sensationalism as channels fight for viewership and limited ad revenue. Both outcomes are visible in Odisha’s television landscape.

A parallel development has been the rise of local cable news, starting in the mid-1990s. Local cable operators—Last Mile Operators (LMOs)—offered hyper-local news, sometimes even live coverage of sports and cultural events. These services were low-budget but provided unmatched immediacy and relevance. Local journalists, often self-trained or part-time, filled gaps mainstream media could not. In cities like Bhubaneswar, Cuttack, and Rourkela, large operators like Skyview (Ortel Communication) once dominated.

However, Direct-to-Home (DTH) platforms gradually replaced cable due to superior quality and flexible pricing. High carriage fees initially limited Odia channels’ reach on DTH, but competition forced DTH providers to reduce costs by 2014. This gave smaller channels renewed access to audiences but marked the decline of local cable services. By 2016, their relevance was sharply waning.

Television’s Expanding Ecosystem

The first televised Odia news bulletin aired on Doordarshan in 1988. From a single 10-minute segment to multiple 24×7 news channels, Odisha’s television journalism has grown exponentially. The fierce competition ensures even remote stories receive attention. However, it has also encouraged exaggeration, trivialization, and the rise of “competitive screeching.”

Initially, print journalists transitioned into television roles. Lacking formal training, many learned through trial and error—leading to speech-heavy and clunky programmes at first. But over time, innovation improved formats, attracting more youth to the industry. District-level journalists took up basic camera work, increasing their visibility and earning social recognition.

Since the opening of Indian Institute of Mass Communication (IIMC) in Dhenkanal in 1993, media education in Odisha has expanded. From just one journalism school at Berhampur University, the state now has over 30 institutions, including private and government-run film and television institutes. Increasingly, young professionals are joining the industry with academic and practical training.

A notable development is the growing presence of women in television journalism. They are now visible not just as anchors, but also as reporters, camerapersons, editors, and producers—marking an important shift in the newsroom gender balance.

Structural Challenges and the Road Ahead

Despite its growth, the television industry in Odisha faces significant structural constraints:

Oversupply of channels in a limited market
Weak distribution networks
Low ad revenue
Limited time spent per viewer (TSV)
Underpaid workforce

Most channels operate at a financial loss, compromising content quality and staff remuneration. Odisha is believed to have one of the lowest average salary levels for television journalists in India—a situation that undermines talent retention and long-term content development.

Odisha’s TV journalism shares many of the ailments seen across India—gloss over substance, oversimplification of issues, sensationalism, and a constant need for visual drama that discourages serious debate.

As television enters its 48th year in Odisha in 2025, media stakeholders must reflect on its trajectory. From the SITE experiment to today’s digital convergence era, Odia television must integrate with emerging tech ecosystems while staying rooted in local realities. Quality journalism, credible storytelling, and talent nurturing must become its next frontiers.

(This is an opinion piece, and views expressed are those of the author only)

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