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.
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.
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.
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.
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."