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BBC World earns
35 per cent of its total revenues from South Asia, with India contributing
almost 90 per cent of that. "Outside Europe, India is the most
important advertisement revenue earner for us," said BBC World
marketing director Jane Gorard. She, however, refused to give the
exact revenue figures. The growth in advertising revenue for the
channel worldwide has come with the increase in the channel’s
focus on programming related to industry growth sectors such as
IT, communications, business, sports and finance. In June-July,
BBC World will launch, in its India-dedicated programming strip,
a show called Beyond The Boundary, on great moments in cricket.
TWI will produce the half-hour ten-episode programme.
A new reality
show is also on the anvil, which will be introduced around the same
time. "We will be using cinema advertising for the first time
to promote one of our shows, which is to be launched soon. We used
radio advertising for the first time to promote Commando,"
said Gorard. BBC World is launching Dateline India on April 5, with
Tavleen Singh as the anchor. Produced by ITV, it will air every
Friday at 10:00 pm and will be similar to Dateline London. Each
week, three eminent journalists will be invited to debate and discuss
the issues that have dominated the week. "Dateline India will
be part of BBC World’s dedicated strip at 10:00 pm, of locally
produced programmes made for broadcast in South Asia, which include
Mastermind India, Commando!, Face to Face and India Business Report,"
said Narendhra Morar, commissioning editor, regions, BBC World.
The channel, Morar said, had decided not to run too many shows.
India Business Report, for instance, has a single subject programme
theme, which in April-June will be eminent business personalities.
Mastermind India, which remains one of the channel’s key programmes,
will go off in June before it comes back in August. Wheels returns
and we will have a new series of Face to Face, said Morar.
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