BBC Global News is stepping up its digital presence in India to attract both viewers and advertisers.

Chris Davies, Sales and Marketing Director, BBC Global News Ltd, told BusinessLine , “People are consuming news in various forms and digital is one of the fastest modes. We are increasingly seeing huge traction on the digital platform. We launched an app to attract viewers who constantly consume news on personal portable devices.”

Stating that video content will be key driver for its digital platform, Davies said that BBC is developing specific mobile-first video designed specifically for digital platforms.

He said that the 4G rollout will be game-changer in the way video is consumed.

He said that currently more than 50 per cent of users consume BBC News on mobile and tablet, up from 12 per cent in 2012.

Davies said its app has attracted about four million users into its fold.

He pointed that India stood third in terms of app downloads amongst more than 200 countries and territories globally.

Advertisers’ preference He said there was 21 per cent increase in unique visitors in India into the digital platform.

Davies said that several of its advertisers were also increasingly opting for the digital media as it was giving them another platform to engage with the audience.

“We are also doing branded content solution for advertisers.” Speaking on the ‘Be Everywhere’ campaign, Davies said that the aim of the campaign was to position itself as a pioneer in digital innovation.

As per available data, the overall revenue of BBC World News (global & India) and ad revenue from India for BBC World News overall headline sales for 2014-15 stood at £93million.

Asked if it was increasing its local content, Davies said the app also helps in selecting country-specific news.

He also noted that as per BARC rating the consumption of BBC World News in Hindi speaking belt had an average monthly reach of 1.4 million.

Related Topics
comment COMMENT NOW