BBC World in 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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Case Details:


Case Code : MKTG063 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


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


The case examines BBC World's entry into India during mid-1990s and its growth in the country. The reasons underlying the channel's decision to design for India-centric programs have been discussed.

In addition the case examines BBC World's decision to shift India-centric programs to the weekend after the September 11th attacks and latter its decision to relaunch India-centric programs on prime time.

The case also provides detailed information about the channel's market research activities and its target market. BBC World's future prospects in light of growing competition are also examined.

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


• Understand the factors that influence a foreign channel to opt for localized programming content.


  Page No.
BBC World Demands A Broader View (Ership) 1
A Background Note on BBC World 2
Localizing The Programs 3
Understanding The Indian Market 4
Consolidating Presence in India 6
Attracting Advertisers 7
Can BBC Compete With Local Channels? 8
Exhibits 9


BBC World, India, 1990, design, India-centric, BBC World, India-centric, weekend, September 11th, prime time, channel, market research, target market, future prospects, growing competition

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