Tourism Australia ties up with BBC for "Peschardt's People"

NEW DELHI:Tourism Australia has signed an agreement with BBC World to sponsor the popular series Peschardt's People, which profiles famous and infamous people in the Asia-Pacific region.

The deal, announced by the BBC's 24-hour news and information channel yesterday, covers the channel's South Asia/Middle East feed and reaches nearly 25 million viewers. It is the first regional sponsorship for the series and provides Tourism Australia with a strong presence in India - considered to be one of its most important tourism markets, a press statement issue by the broadcaster said today.

Presented by the BBC's Michael Peschardt, the series provides viewers with a 'behind the scenes' look at the lives of some of the most famous and infamous people in the Asia-Pacific region.

The series is also a perfect fit for Tourism Australia as it has a strong Australian flavour. Michael Peschardt, is a well-respected BBC journalist based in Australia and the series also features several famous Australians. The line up of guests include; former 'Australian of the Year' and world-leading plastic surgeon Atticus Fleming; Narayana Murthy - one of India's most respected business leaders; New Zealand actor, Sam Neill and cricketing legend Rod March.

Michael spends an average of three days with each of his guests, interviewing them about the people, places, and issues that really matter to them, in a relaxed and informal style, encouraging them to open up and talk sincerely and passionately about their lives.

BBC World's VP of sales for Asia and Australasia, Sunita Rajan, says: "We are delighted to have Tourism Australia showcase their destination message on BBC World. BBC World is the leading international news channel in India, and the country is now one of the world's largest democracies and its influential and affluent individuals are travelling more than ever."She said also that the fact that BBC World was voted as the leading television channel for travellers two years in a row also makes this the perfect environment for Tourism Australia to launch its campaign in.

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