BBC World in India

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Case Details:

Case Code : MKTG063
Case Length : 14 Pages
Period : 1991-2003
Pub Date : 2003
Teaching Note : Available
Organization : BBC
Industry : Media and Entertainment
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Consolidating Presence in India

Due to its focus on India-centric programs, BBC's viewership in India increased from 7-8 million homes in 1998 to 11 million homes in 2001.

However, after the September 11th terrorist attacks on the US, India-centric programs were shifted to the weekend slots.

According to channel sources, this was done to air in-depth programs on the attacks and their aftermath. Following this, many viewers shifted to Indian news channels...

Attracting Advertisers

In order to increase its revenues from the Indian market, BBC World announced that it would target advertisers from the IT industry, consultancy companies, banks, financial institutions, and FMCG companies. The channel also announced that it planned to target advertisers from leisure & lifestyle segment, travel companies, airlines and automobile manufacturers...

Can BBC Compete With Local Channels?

With increased focus on India-centric programs and advertising, BBC World was confident of increasing its viewership in the Indian market. However, analysts felt that BBC World would face tough competition from news channels that were to be launched in 2003...

Exhibits

Exhibit I: British Boardcasting Corporation
Exhibit II: BBC World's Print Advertisements
Exhibit III: Cricket Related Print Advertisements of BBC World
Exhibit IV: A Note on Indian Television News Channels


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