BBC World in India

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Case Details:

Case Code : MKTG063
Case Length : 14 Pages
Period : 1991-2003
Pub Date : 2003
Teaching Note : Available
Organization : BBC
Industry : Media and Entertainment
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Localizing The Programs

Though BBC World entered India in 1995, Indians were familiar with BBC since the early 1930s through BBC Radio. Most Indians preferred to listen to BBC Radio for international news and views on global affairs. BBC World was therefore regarded as a channel that provided reliable and accurate news.

Commenting on the channel's image in India, ndhra Morar (Morar), BBC World's Commissioning Editor, Regions, said, "People watch us in a complementary way as well as to confirm news."..

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Understanding The Indian Market

In order to increase its understanding of Indian viewers, BBC World conducted a survey - 'Horizon 2000' - in association with ORG Marg.

The survey, conducted between June and August 2000, covered six Indian cities - Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad. It surveyed 4,791 professional graduates and post-graduates (both men and women) in the 22-54 age group, who were living in Cable & Satellite (C&S) homes and had a monthly income of Rs 8,000.

The survey was conducted to find out their investing habits, surfing habits, usage of mobile telephone and television viewing habits. The results of the survey showed that:

• 19% of the respondents invested in the stock market...

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