BBC's Asian Network launches extensive marketing campaign

MUMBAI: UK pubcaster the BBC has announced that Asian Network will launch its biggest marketing campaign next week across television, radio and online.

The New Sound Of Asian Britain campaign launches on 4 February 2008 and profiles the network's passion for the best in Asian music and culture.

The BBC TV trail creates a new musical soundtrack, composed specially from many shorter musical scenes layered and looped together. It mixes modern influences like drummers and DJs with more traditional Asian sounds and instruments including Bollywood singing.

This reflects the range of Asian music played on Asian Network, and how new Asian talent is championed and different styles are fused together.

The campaign features Asian Network's (and BBC Radio 1's) award-winning Bobby Friction, hip hop turntablist DJ Kayper, rapper Mumzy and Bhangra singer H Dhami.

While hard-hitting journalism, like the award-winning Asian Network Report, is still central to the station's output, playing the best in Asian music from across the UK and around the world is key to the station's programming.

The campaign is made up of:

- a 30-second TV brand trail;
- two 10-second TV appointment to listen trails;
- an online game where fans can "mix their own desi track";
- an online banner campaign;
- radio trails.

Said Asian Network Andy Parfitt acting controller, "The Asian Network campaign shows how music has been developed on Asian Network into a key part of the station's identity. Music talent like Bobby Friction and DJ Kayper illustrate perfectly what Asian Network offers its young audience."

Friction says, "Our listeners want to hear the best Asian music, new and old. Asian Network is all about supporting this music plus the up-and-coming artists, and you can't get this great Asian music as deep, and on tap anywhere else. Taking this message to TV is huge and hopefully fans of Asian music will come and sample what's on offer."

The campaign consolidates a year of massive change for Asian Network and one where it celebrated Bobby Friction winning a Sony Gold Award in 2007 for his 10 pm specialist music show Friction.

Creative agency Fallon devised the concept for this campaign. Red Bee acted as production company with Guillaume Delaperriere as Creative Director (aka Giovanni Sample).

Latest Reads
Sunny Leone in Discovery JEET’s show Man Vs Wild

Sunny Leone will be displaying her adventurous side as host of the mega-popular survival series Man Vs. Wild. The iconic series will telecast in Hindi on the soon-to-be-launched GEC Discovery JEET. The new GEC will premiere in the second week of February 2018 and the series will feature the...

Television TV Channels GECs
Times Now appoints Sujeet Mishra as marketing head

Times Network, part of India’s media conglomerate, The Times Group today announced the appointment of Sujeet Mishra as head of marketing, Times Now.

Television TV Channels People
Experience space with BBC's new VR experience

The BBC is giving you a chance fly. Home - A VR Spacewalk is an interactive virtual reality (VR) experience launched today for the HTC Vive and the Oculus Rift, and is available to download for free via the Steam Store and the Oculus Store.

Television TV Channels Factual & Documentary
Sony BBC Earth presents the Best of 2017

Sony BBC Earth revisits some of its most popular episodes of the best shows in a special programming line-up titled Best of 2017 starting 18 December 2017, every night at 7 pm and 11 pm.

Television TV Channels Factual & Documentary
Increased revenue from traditional media boosts Shemaroo numbers

Integrated media content house Shemaroo Entertainment Limited (Shemaroo) reported 18.3 percent higher year-on-year (y-o-y) consolidated total revenue for the quarter ended 30 September 2017 (Q2 FY 2017-18, the quarter under review) stood at Rs 1,345.7 million as compared with Rs 1,138.6 million in...

Television Production House Film Production
21st CF spins-off into new live news & sports co Fox

MUMBAI: After the blockbuster acquisition of 21st Century Fox by The Walt Disney Company, the former has announced that it will spinoff into a new brand Fox’ that will seek to replicate its own success in the newly focussed verticals of live news and sports brands. Using fiscal 2017 as a base, the...

Television TV Channels News Broadcasting
With Star India, Disney emerges as India's largest M&E firm

MUMBAI: Unlike the US, where the merger of The Walt Disney Co and 21st Century Fox’s entertainment assets is between two near equals, the scenario in India is totally different. 21st Century Fox’s India venture Star India is a $1.7 billion dollar media and entertainment behemoth while Disney India...

Television TV Channels People
Disney to buy 21st Century Fox assets for $52.4 billion

The Walt Disney Co has set up a $52.4 billion, all-stock deal to acquire 20th Century Fox and other entertainment and sports assets from Rupert Murdoch’s empire.

Television TV Channels Movie Channels
MOVIES NOW brings #StopDreamingAndStartWinning with 100 Mania Season 5 for its viewers

Movies Now, India’s english movie channel, rings in the festive season with its property ‘100 Mania’, beginning Friday, 15 December at 9pm. In its 5th season, the channel has curated a line-up of some of the biggest Hollywood blockbusters like Furious 7, Jurassic World, Disney’s The Jungle Book,...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories