Doordarshan will start airing the third season of Ek Tha Rusty starting July 10. The 30-minute show will be televised in the 7pm slot for 52 episodes.
Adopting the revenue sharing model, Doordarshan is working closely with the director Singh, who is banking on revenue from the advertisers now. Doordarshan is planning to promote the show on social media, outdoor and across the Television. Speaking at the launch press conference, Tripurari Sharan, director general, Doordarshan, said, "We are strongly concerned about our content and are pushing a strategy where producers have to consistently work with the Doordarshan." He acknowledged that DD was a bit late in catching on to social media promotions and marketing and added that the government is also mulling with the idea of a channel for kids.
Says Singh, "The serial is no longer for kids. It is for everyone. It has all the elements of love, betrayal, murder and mystery. Earlier it was age specific but now it is for everyone. It has been extremely difficult in managing the revenue for the production of the show."