BBC World in India
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(Case Code: MKTG063) click on the button below, and select the case from the list of available cases:
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Please note:
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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Case Details:
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Price: |
| Case Code |
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MKTG063 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Differentiation |
| Case Length |
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14 Pages |
| Period |
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1991-2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Available |
| Organization |
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BBC |
| Industry |
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Media and Entertainment |
| Countries |
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India |
Abstract:
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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.
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Issues:
• Understand the factors that influence a foreign channel to opt for localized programming content.
Contents:
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
BBC World in India
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