NEW DELHI: National broadcaster Doordarshan today announced it would be launching its classic series with the airing of Premchand's acclaimed Godan (the Gift of a Cow), directed by ace film personality Gulzaar.

Speaking on the occasion, Prasar Bharati CEO KS Sarma said it would be DD's endeavour to build up a rich reservoir of programmes based on the rich literature and culture of India. "Over a period of five years, I am sure we'd have a rich line-up of programming and stalwarts (like Gulzaar) would have helped us in retaining viewership as well."

Sarma added that the series on Indian classics, for which a government think-tank on economic policies, Planning Commission, has sanctioned Rs 500 million to be spent over five years, would herald the "revival of DD as a public service broadcaster."

On the Premchand series DD has spent about Rs 15 million and hopes to earn back the investment through advertising spots. Some advertisers that have already committed for this series include HLL, Reckitt-Benckieser India (makers of Dettol) and Onida.

Though Gulzaar was at his best while fielding questions on Premchand's works and the cinematic experience during the making of the series, he did point out that by today's standards Premchand's work may look to be slow moving, but are still relevant.

"To many of you the series may look slow, but believe me Premchand is still very relevant in today's India as we continue to hear of farmers' deaths in some states because of poverty," he explained.

Godaan, to be aired on DD National in two parts on 8 and 9 August on prime time, is a story portraying social inequality.