Localization Strategies of BBC World in India *

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.

Issues: » Understand the factors that influence a foreign channel to opt for localized programming content.

Questions for Discussion:

1. According to BBC World sources, India is the only country where it offered localized programs. In light of the above statement, examine the reasons underlying BBC World's decision to change its programming mix for India.
2. Some analysts felt that BBC World was foreign and alien to Indian viewers. What steps did BBC World take to change its image in India? Do you think these steps will help it increase its viewership in India?
3. With competition increasing in the Indian news channels category, what strategy should BBC World adopt to attract viewers and advertisers?

Key words:
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

*Note : This case is a simplified version of a longer case study, and is intended for learners for whom English is a foreign language. The longer version of this case study (MKTG063) is available at: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG063.htm