BBC World launches ad campaign to generate buzz in New York City

MUMBAI: BBC World launched in the US on 1 June 2006. To support the launch, the channel is running an ad campaign in New York City. The outdoor campaign created by BBDO New York communicates ‘unbiased international news’, through three thought-provoking and impactful creative approaches.

The first –Develop a Point of View- is an interactive digital billboard situated on the corner of Broadway and 50th Street. The first-of-its-kind billboard displays dramatic news photographs and invites people to text in their votes on key news issues. New Yorkers and visitors can vote whether illegal immigrants should be considered 'citizens' or 'criminals'; US soldiers, 'occupiers' or 'liberators'; bird flu, 'imminent' or 'preventable' and China 'befriend' or 'beware'.

The votes will appear on the billboard in real-time and the updated tallies will be broadcast twice daily on WFAN's "Imus in the Morning" show, as part of the BBC World radio promotion.

The second approach -See Both Sides of the Story- uses poster sites featuring photographs creatively wrapped around building corners, with the entire story becoming clear only when the viewer sees both sides of the image.

The poster site imagery takes an impartial look at a Jewish settler struggling against Israeli security officers during a West Bank settlement evacuation; an American soldier guarding a burning oil well in Iraq; French protestors fighting the Paris police force; U.S. border patrol facing Mexican immigrants and an Iraqi family following President Bush's interview in front of a television set.

Whilst the first and second creative approaches communicate BBC World’s core strength of impartiality, the third focuses on the truly global content the channel will bring to US viewers. News Beyond Your Borders is about reminding Americans that there is news outside America and that BBC World gives its viewers that global perspective. It has been appearing from 5 June onwards, via posters and interior cards on commuter rail network.

Each ad is a puzzle, which at first glance appears to be a vaguely familiar map, but on further examination reveals a new and arresting image - a soldier with a gun; a health worker holding an infected bird; a hostage being detained and a city under water. The execution will also appear as an insert in the Financial Times and Newsday in June.

BBC World head of marketing Seema Kotecha said: “BBC World has decided to develop an unprecedented, bold and interactive campaign to generate buzz around New York and spark debate around some of the key global news issues that affect all of us. These powerful images highlight the global perspective and the impartiality of coverage, for which BBC World is known around the world.

“Research shows us that American viewers are increasingly interested in international news, yet most U.S. news networks are spending less airtime on international news stories. We hope to fill this gap in the market and are delighted to have the opportunity to bring our 24-hour global coverage and analysis to North American shores for the first time.”

George Alagiah, a BAFTA award-winning journalist and one of the BBC’s most respected and well-known news anchors, is in New York this week to help officially launch BBC World channel in the U.S. Mr. Alagiah will also be hosting a media breakfast to launch BBC World News Today, a new hour long news programme to be broadcast globally from 3 July.

The 24-hour BBC World channel is available to all iO: Interactive Optimum digital cable customers throughout Cablevision’s New York metropolitan service area on channel 104.

Latest Reads
Arnab Goswami to lead IPL finale debate on Star Sports

MUMBAI: Prior to the IPL finale, viewers will witness an interesting debate led by Republic World co-founder, MD and editor-in-chief and TV most prolific face Arnab Goswami. The theme of the debate is who will win the world’s toughest finals? The show will see cricket experts led by team Dean...

Television TV Channels Sports
MNX launches Super League chatbot

No one can ignore India’s crazy love for cricket, including English movie channels. MNX, the new age Hollywood channel for young India launched the very innovative MNX Super League chatbot, an interactive avatar of its TV show ‘MNX Super League’ on Facebook.

Television TV Channels English Entertainment
Porus reaches 10 Asian countries

MUMBAI: Porus is travelling internationally. The mythological show being aired on Sony Entertainment Television has made its entry in Malaysia, Vietnam, Cambodia, Brunei, Laos and Myanmar through JKN Global Media and in Indonesia with Soraya Intercine Films. Porus is now being watched in 10 Asian...

Television TV Channels GECs
India News Manch - Modi Sarkar Kitni Asardaar? India News Conclave to Analyze Modi Government’s Four Years in Power

India News, known for its direct and unbiased brand of journalism, is all set to host a special conclave Manch – Modi Sarkar, Kitni Asardaar? (How Effective Has the Modi Government Been?) in New Delhi on Friday, May 25, 2018. The day-long event will present a comprehensive overview of the BJP...

Television TV Channels News Broadcasting
How relevant is the age old Lakshman Rekha in today’s times; questions &TV with Mitegi Lakshman Rekha!

Ravan’s abduction of Sita highlighted the consequences of crossing the ‘Lakshman Rekha’ for generations. However, with the talks of gender equality, women’s liberation and financial independence, amongst others, being the topic of global discussion, how relevant is this ‘Lakshman Rekha’ in today’s...

Television TV Channels GECs
Zee Anmol most watched channel across genres

BENGALURU: Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol has reached the realm that has been normally occupied by the Sun TV Network’s flagship Tamil GEC Sun TV or by one of the Hindi channels that has been airing the Indian Premier League. What is remarkable is...

Television TV Channels Viewership
Star India mulls adding VR to PKL 6

MUMBAI: Star India is taking the Indian Premier League (IPL) experience to other sports. After a phenomenal reception for using virtual reality (VR) in IPL 2018, it is diversifying into Pro Kabaddi League (PKL) season six.

Television TV Channels Sports
BTVI to leverage digital mediums for growth

MUMBAI: English business news channel BTVI is completing two years in August this year. The company was transformed from Bloomberg TV India after Bloomberg decided not to renew its deal with Business Broadcast News. BTVI got its COO Megha Tata in 2016 at the same time it got its new name. 

Television TV Channels News Broadcasting
Zee TV the leader amongst GECs

As per the recently released BARC HSM weekly data (Urban + Rural) for week 20 ’18, Zee TV has claimed the top position in Hindi GEC space with 316640 impressions in HSM and 199155 impressions in urban markets and saw a robust growth across its primetime fiction shows. The channel continued to be a...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories