Indiantelevision.com > Media, Advertising & Marketing Watch > BBC ready to woo Indian viewers with new campaign

Indiantelevision.com's Media, Advertising, Marketing Watch

BBC ready to woo Indian viewers with new campaign

Indiantelevision.com Team

(24 March 2009 5:10 pm)

MUMBAI: International news broadcaster the BBC is rolling out a multi-media campaign targeted towards the Indian audience for its flagship primetime property, World News Today.

Telecast daily at 9.30 pm, World News Today is an hour-long show that aims to give a comprehensive analysis on all the 'world' happenings that takes place all through the day.

According to the channel, the objective of the India-specific campaign is to drive relevance for international news on BBC World News and build an international news genre through the channel's key property, World News Today.

Says BBC Global News head - marketing and communications Vaishali Sharma, "The challenge was to closely link international news to people's lives in a manner that is seamless and creates impact."

During the first phase, BBC will run its promotional campaigns across three media platforms that include the television, print and internet. For television, it will roll out two television commercials across eight channels from 24 March onwards.

"During the first phase, our prime focus will be television and print. The commercials for the campaign will be launched across eight channels. These include CNBC TV18, CNBC Awaaz, IBN7, Zee News, Discovery, Discovery Travel and Living, AXN and Star Movies. Also, our print campaign will launch this week," Sharma elaborates.

BBC has signed up advertising agency Lowe to handle the creatives for the campaign. "This is for the first time that we would be working with Lowe," informs Sharma.
Mediacom handles the broadcaster's media account.

Talking about the second phase of the campaign, Sharma notes that it would be more interactive.

"Once we have grabbed the requisite eyeballs, we will look at more interactive approaches to engage the viewers. OOH, which is not part of the first phase, could surely be part of our next promotional initiative."