The Hindu Business Line : BBC World intensifies focus on Indian market

WITH competition in the news channels segment hotting up, BBC World is also focusing on the Indian market. On the cards are plans for separating the feed to India as well as providing more regional focus. At present, the signals beaming into India is part of its South Asia feed.

Ms Anne Barnard, Chief Operating Officer, BBC World, told Business Line that the channel would be made more relevant to the country. "There is demand for more news and business coverage," she said. However, under the present regulations, the broadcaster has no plans of uplinking its channel from India.

BBC, meanwhile, has embarked on a new brand building campaign featuring real-life experiences of award-winning journalists. Ms Jane Gorard, Director of Marketing and Communications, BBC World, said that the campaign was created after an extensive study commissioned across various countries including India to learn more about international news viewers and their perceptions of the BBC World brand. "Quality of journalism, depth of coverage and credibility were some of the key talking points," Ms Gorard said.

This is the first time the BBC has launched a month-long promotion that will include advertising in cinema halls, interactive contests and on-ground events. Commenting on BBC's performance in India, Ms Gorard said that the channel has managed to get a number of advertisers including some local brands.

Also, the channel is bullish on the direct-to-home (DTH) segment and is present on both the DD Direct Plus as well as the Dish TV platform. "It is an interesting new development," said Ms Barnard. The broadcaster has no plans to go pay in the Indian market in the near future. Internationally, the channel charges a subscription fee, but the changing dynamics of the marketplace has prompted it to remain a free-to-air channel.

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