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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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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BBC World Demands A Broader View (Ership) Contd...

India was the first market in which BBC World offered region specific programs. However, analysts were skeptical about the channel's success in India.

They felt that with many local news channels coming up, viewers would be drawn towards them.

But BBC World sources were of the opinion, pointed out that since they catered to the English speaking upper middle and higher classes of Indian society and offered a wide variety of programs (news reports, talk shows and documentaries), they could garner a substantial viewership.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

They also felt that BBC World's image as a channel that provided accurate and impartial news would help it face the competition.

A Background Note on BBC World

In 1991, BBC World, the international channel of the British Broadcasting Corporation (Refer Exhibit I), which was considered a pioneer in news reporting, was established to cater to viewers in Asia and the Middle East. In 1995, BBC World was launched in Europe and India.

In India, it was aired as part of Star Network's bouquet through a distribution and marketing agreement. According to the agreement, BBC World was to be aired and marketed by the Star Network in India, along with its other channels...

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