News channel BBC World also has a unique programming strategy up its sleeve. In a public relations exercise, the channel flew its correspondent Tom Brook to India where he outlined his strategy to cover the event. Brook had mentioned he would be focussing on the post ceremony coverage. This is something where BBC may score as post-Oscar coverage does not appear to be on the agenda of Star Movies. BBC World is also showing a series of Oscar specials on Brook's half hour show Talking Movies.

The documentary series The Hollywood Years, which recently commenced on the channel, aims at whetting viewer appetite before the big night. However, Deeptie Sethi, manager press & PR BBC World India, pointed out that the ceremony itself would not be shown live.

Regarding BBC's marketing strategy, besides press conferences in Delhi and Mumbai, Tom Brook also did a series of press interviews for media publications. The channel is also trailing the special Oscar coverage on air, as well as highlighting it as part of the Hollywood Years season in an advertising campaign. This is running in cinemas throughout India this month.

Best Supporting Actor nominee Jim Broadbent

As far as sponsorship and ad revenues are concerned, Sethi said: "A number of advertisers have come on board for the Hollywood specials which run through March on the weekends. In fact the weekend is a very strong proposition for the channel and most of our advertisers buy a substantial amount of airtime on the weekend."

From left, actor John Wayne, singer Frank Sinatra, director Alfred Hitchcock and method acting creator Lee Strasberg. All four are being showcased in The Hollywood Years documentary series.

"BBC World is one of the largest producers of factual programming and Documentaries are one of our key strengths. The Hollywood Years will showcase and profile some of the icons of American movies. We will take viewers down memory lane with archival footage interspersed with interviews. Advertisers on the channel will be reaching a dedicated and more serious viewer with these unique programmes."