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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"India is the only market where we tailor-make our programs to gain relevance. We are still growing and developing our product. Our commitment here is solid."¹

- Jane Gorard, Director, Marketing, BBC World in January 2002.

BBC World Demands A Broader View (Ership)

In February 2003, BBC World launched 'Demand a Broader View,' its worldwide advertisement campaign in India, to increase its brand awareness² (Refer Figure I.) The campaign focused on the channel's claim that it provided an impartial, multi-dimensional report to viewers.

Analysts pointed out that with 6 more domestic news channels³ to be launched in 2003, BBC World had no choice but to increase its marketing activities. Along with promotional activities, BBC World re-launched India-centric programs during prime time, which had earlier been shifted to weekend slots after the September 11^th attacks on the World Trade Centre⁴.

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1] Way of the World, The Economic Times, January 16, 2002.

2] The campaign was first launched in Europe in November 2002, with a series of visuals depicting how a news event could be reported and interpreted in different ways. The campaign was launched in order to differentiate itself from other news channels.

3] The new channels to be launched were - Headlines Today (English) by the India Today Group, Sahara Samay (Hindi) by Sahara TV (and 2 more news channels by Sahara TV), 2 news channels (one in Hindi, one in English) by NDTV. (Headlines Today, Sahara Samay and 24*7 were launched by April 2003).

4] After the terrorist attacks on the US, BBC World shifted India-centric programs to weekend slots and focused on reports relating to the attacks.


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