Television

BBC promotes Arabic FM service through billboard

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MUMBAI: The BBC is the first international broadcaster to win permission for a billboard in Baghdad. After months of negotiation with pre- and post-handover of Iraqi authorities, the 14x4 meter billboard, promoting BBC Arabic radio and online, has been erected on top of a large office building in the commercial Al Mansour district.

Promoting the BBC's 89FM frequency with the strapline, 'The World, Your News in Arabic', the campaign reinforces the importance Iraqi people place on impartial and objective news from the BBC. Over 3.3 million people in Iraq are now listening to the BBC in Arabic, many of them tuning into the seven new FMs the BBC has launched across the country, informs the official release.

    

 BBC World Service International marketing head Jane Futrell says, "It has been a real challenge for the team getting a billboard into Iraq, the timing and location took months to negotiate but research proves our audience is growing rapidly on FM. There is a need for impartial international news and it is important people know how to access us."

The billboard is sited above an optician and is the latest stage in the BBC's ongoing marketing campaign in Iraq. The other activity includes a map/ calendar for Baghdad residents and print advertising to promote the new FM frequencies in the Iraqi national daily Azzaman and a range of pan-Arab newspapers.

The UK based company - Virtuality - designed the artwork and the site was sourced and negotiated by Creative Media in the UK and the Lebanon-based contractor, Picasso, states the official release.

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