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BBC
World throws open India news section for ads
Nivedita Mookerji
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New Delhi:
The process of commercialisation at BBC has begun in full
swing, after years of resistance. For the first time, the
news and current affairs on BBC World on PAS4 beam, which
is meant for South Asia (including India) and the Middle-East,
has been thrown open to sponsorship. Strategically enough,
it's the `Weather Report' in the news section which is being
sponsored first.
Advertising on BBC was like blasphemy till a few years ago.
Then succumbing to the times and falling revenues, the institution,
which would shudder about accepting ads, began relaxing its
advertising rules, but only to a limit. For instance, it started
accepting advertisements for only those programmes which were
not related to news, current affairs and business.
In May
2000, however, BBC World took a revolutionary step by opening
up the `Weather Report' of its PAS 2 beam, meant for the Asia-Pacific
region, for sponsorship. Now the step has been taken to a
logical conclusion by getting a sponsor for the `Weather Report',
which is part of the news section, on the PAS 4 beam as well.
While
the weather section on PAS 2 beam (Asia-Pacific) was being
sponsored by United Airlines, the one on PAS 4 (South Asia
and Middle-East) has just got sponsorship from Amtrex Hitachi
Appliances Ltd. With that, for the first time, BBC World has
started accepting advertisements for its news section for
the Asia beam.
Significantly,
it's the `weather' section which has been opened up for sponsorship
first. According to sources, it's the non-controversial nature
of the `weather' section which has led BBC to open it up for
sponsorship.
There
can't be two views on weather, they say, and therefore BBC
cannot be accused of biased reporting because of sponsorship
of that section.
However,
Ms Usha Samuel, Head of Advertising Sales-India, BBC World,
gives her reasons as to why weather is important in terms
of advertising. She says: ``Weather on both international
and local news channels is of immense importance to the travellers
in today's world. It also is an integral part of news and
in this case synergises perfectly with sponsors' product.''
Hitachi,
among other things, manufactures air-conditioners. Hitachi
will solely sponsor the channel's weather for eight weeks
commencing the first week of March.
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