Abstract

The case examines BBC World’s entry into India during mid-1990s and its growth in the country. The reasons underlying the channel’s decision to design for India-centric programs have been discussed. In addition the case examines BBC World’s decision to shift India-centric programs to the weekend after the September 11th attacks and latter its decision to relaunch India-centric programs on prime time. The case also provides detailed information about the channel’s market research activities and its target market. BBC World’s future prospects in light of growing competition are also examined.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Factors that influence a foreign channel to opt for localized programming content.

Keywords

BBC World, India, 1990, design, India-centric, BBC World, India-centric, weekend, September 11th, prime time, channel, market research, target market, future prospects, growing competition