The Hindu Business Line : BBC begins study on `global Indians'

INDIA is a key market for broadcasters and BBC World has commenced the new `Global Indian' research to understand the internationally minded Indians who take an active interest in the happenings around the world.

The first phase of the study that looks at understanding international news viewers has revealed that people take interest in the wider world for professional, social and intellectual reasons.

Speaking to Business Line, Mr Jeremy Nye, Head of Research and Planning, BBC World, said, "This is the first time that we are undertaking such a comprehensive survey. In other markets, we have done so in parts."

The first phase has indicated that Indians look for international information to widen their horizons - keep abreast of the latest happenings, for work-related developments as well as for personal reasons. They feel that this helps in decision making and keeps one prepared for the changing scenario.

For instance, changes in the international stock markets influence the domestic stock market.

Along with this, it is perceived that international news channels have an edge over domestic channels for their authentic, in-depth coverage as well as providing an international perspective.

Ms Dezma de Melo, Senior Research Manager - India, BBC World (India), said that the first phase was conducted through qualitative interviews conducted across six cities focused primarily on developing detailed profiles.

The second phase is to be conducted by AC Nielsen and will try to quantify the population of Global Indians and also try to understand their media and consumption patterns.

The third phase will profile the international business traveller - an unexplored affluent sub-group.

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