BBC's plan of action

BBC claims to have more journalists deployed for covering the Indian elections than any other international news organisation. BBC India correspondent Sanjeev Srivastava and South Asia correspondents Adam Mynott and Nick Bryant along with senior journalists from London will lead the team for this Indian assignment.

The specials will include an Indian modern Maharajas series that kicks off 26 April, in which the country's modern visionaries who run the country will be profiled, from outside the typical political borderlines. BBC News South Asia Editor Paul Danahar says, " We are the only broadcaster that is providing not just a local but also a global perspective on what happens. We will see to what extent Wall Street analysts view India as being the next Asian Tiger. The question is how far down the road has India gone? We will also look at how Washington views the process. We have a full mix that nobody else is providing - from Bihar (for our Hindi radio service) to Islamabad."

BBC South Asia editor Paul Danahar

Part of the unique coverage on BBC World is a special titled India's Global Ambition, a series that kicks off 3 May. Sanjeev Srivastava travels across America, talking to a cross section of American society. There will be special reports on opinions of people of Islamabad and Beijing on the Indian elections as well.

Danahar points out that San Francisco's reactions were being covered as it was in particular hit by the outsourcing, that is fueling the current interest in matters Indian. " Now they are trying to roll it back. BBC World's reach in America has grown tremendously. We are available in 86 per cent of all US cable homes. That is due to two reasons. Firstly, after 9/11, Americans began to open up to news from elsewhere. Five years ago they would not have looked at an interview with deputy prime minister L K Advani. Secondly, if they want global news we provide the most in-depth coverage. Even CNN Intl does not go into American homes. CNN has another channel only for America," claims Danahar.

Tasks during the climax:

There will also be live updates on Asia Today - BBC World's flagship Asian news and current affairs programme. Anchor Nisha Pillai will co-present live editions of the programme from Delhi, when results start pouring. These will feature interviews with key figures, psychologists, election pundits, political commentators and journalists. They will analyse the incoming results and the initiatives that the new government plans to take.

Danahar also says that the broadcaster has beefed up its newsroom for these Lok Sabha elections. "BBC is the only broadcaster to have a satellite truck parked right outside Parliament. We are also constructing a temporary studio in the capital. The BBC's South Asia bureau is deploying major manpower and technical resources for the Indian elections to bring viewers up-to-the-minute news and analysis. The size of the overall journalist team on television, radio and the Internet would be 50-60 people. 15-20 people would also be shortly coming in from London to lend strength on the editorial front. We are building special live election studios, bringing in technical people and equipment for live programming, especially for Asia Today."

The money part

As far as advertising is concerned, a spokesperson for the broadcaster said that the Beeb had with it clients like Hyundai, Samsung, IBM and Corporation Bank, in major categories including automobiles, home appliances, couriers and IT. "They have bought spots and are advertising in and around the election programming. BBC World is bringing a global perspective to the Indian election through various dedicated programmes such as Question Time India, the Maharaja series and the Global Ambition series as well as BBC News output. This is seen as a unique proposition to our advertisers as it is different from the content of local news providers."

To create awareness, BBC World will be launching a marketing campaign on the Indian elections' global perspective. A high-impact print campaign would be released shortly in major publications combined with a radio campaign in the top metros. Danahar added that another source of awareness for the BBC was the fact that its writers would also contribute pieces for different media publications. In addition it will also look to advertise in the likes of Outlook, The Times Of India. This would imprint the brand further in the minds of the viewers.

Expert Opinions

As far as getting expert opinions are concerned, the spokesperson said BBC's Hindi radio service had tied up with Yogendra Yadav, a psephologist, and the former Indian prime minister I K Gujral for their views.

CNN's New Delhi bureau chief Satinder Bindra is leading a large team including fellow correspondents, Ram Ramgopal and Suhasini Haidar.The coverage starts 20 April. The focus will rest on central themes like India's economic boom, the growing influence of young voters and the country’s quest for global power status. In addition to the continuous updates on the Indian elections.

CNN will also air special packages from 19 April. One of them is Broad View of Elections, a package name suggests it will give a broad view of what's at stake, who are the major players, what are the major issues driving this election and who are the major constituents.

Relying on the sheer size

Satinder Bindra will lead CNN's coverage

Colourful and Heated Campaign: The programme band looks at the unique aspects to our elections. The sheer size of India and the number of eligible voters make this a most colourful campaign. India is so big that the election is conducted over a month long period in four stages. In the bigger states like Uttar Pradesh and Bihar, polling will need three days. Strife-stricken Kashmir needs all four days.

More than half of all Indians are below the age of 25 and are now becoming a powerful bracket of voters. The channel will examine the party strategists who are coming up with flashy and hip ways to reach out to them. Also in focus will be unusual characters who cash in on this event as well: from musclemen, hired to provide security, to astrologers and floral garland sellers.

Portraying the contradictions

In another unique series of specials the broadcaster will portray the contradictions of our society. On one hand, the economy is running on all four cylinders, and there are people enjoying a life of extreme wealth. On the other hand, extreme poverty still plagues the bulk of this democratic society. The channel will also have a segment dealing with Kashmir's role as an election platform.

Starring Vajpayee!

Not surprisingly one of the specials looks at Vajpayee's transformation. Coming to power in 1998, the 79-year old statesman shocked the world by elevating India to a nuclear state. Analysts were worried that the PM could possibly bring another war to South Asia. However, over the years, the PM transformed himself into a "peacemaker". CNN tracks his transformation and how it has changed Indian politics.

In the section that scrutinises India's economic boom, CNN visits a Mumbai based call center operator. The show will look at how his lifestyle got changed as the country's economy underwent a transformation.

Pictures courtesy - BBC News, CNN.com