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BBC World throws open India news
section for ads
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
Usha Samuel, Head of Advertising Sales-India, BBC World
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, 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.
Nivedita Mookerji
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