BBC in global drive to push news strengths

<p>SINGAPORE: BBC World has rolled out a global campaign to remind </p><p>viewers that it is a news breaking channel and stand out from the </p><p>growing crowds of news sources. </p><p><BR><BR> </p><p>This is the first time the broadcaster has adopted such an aggressive </p><p>stance. The BBC said the move will remind viewers that it reports news </p><p>as it happens. </p><p><BR><BR> </p><p>Nic van Zwanenberg, BBC World's head of network development in Asia, </p><p>said: "Historically, we didn't talk about being news breakers because it </p><p>was assumed that people knew. Our strategy now is to tell them this in </p><p>addition to the fact that we carry in-depth news and analysis." </p><p><BR><BR> </p><p>The television campaign has been produced in-house in London.It shows </p><p>some of the biggest news of the recent week and highlights the BBC's </p><p>role in bringing breaking news to viewers. </p><p><BR><BR> </p><p>Regionally, the channel is also rolling out a print campaign, which has </p><p>been developed by Bates' customer relationship marketing agency 141 in </p><p>Singapore. </p><p><BR><BR> </p><p>The print campaign seeks to reinforce the message that unique insights </p><p>can be gained from watching the BBC. </p><p><BR><BR> </p><p>The print ads are only running in Asia, and van Zwanenberg said the </p><p>campaign maybe rolled out globally in due course. The BBC appointed 141 </p><p>and media agency Zenith last month to develop and execute the Asian </p><p>component of the global campaign. The account was previously held by </p><p>another agency in Singapore, M Bold & Friends. </p><p><BR><BR> </p><p>"There's so many ways to get news these days - TV, radio, the web - that </p><p>we have to ensure we stand out from everybody else by showing we're more </p><p>international: in other words, not American, and not purely an Asian </p><p>news channel," said Rajat Mittra, BBC World's marketing manager. </p><p><BR><BR> </p><p>However, van Zwanenberg denied the campaign was a move to counter </p><p>competitive pressures from broadcasters such as CNN or CNBC. </p><p><BR><BR> </p><p>"What we have here is a campaign which is global. It is to remind and </p><p>inform people about BBC World. </p><p><BR><BR> </p><p>"To do a campaign which tries to counter the competition would be too </p><p>complicated We would be fighting too many battles on too many fronts and </p><p>the end result would be that viewers would be left confused." </p><p><BR><BR> </p><p>He also said that BBC World would beef up its production facilities in </p><p>Asia. Last October, BBC launched a Singapore production and broadcasting </p><p>facility for its morning Asian business programming. </p><p><BR><BR> </p><p>However, van Zwanenberg stressed that much of the Asian content still </p><p>originates from London. </p><p><BR><BR> </p><p>"The world is a much smaller place than it was just 10 years ago. With </p><p>all the technology at our finger-tips, I don't see the necessity of </p><p>having a major production base in the region. Not in the near future </p><p>anyway," van Zwanenberg said. </p><p><BR><BR> </p><p>The campaign follows changes within BBC World's in-house sales division, </p><p>which included the promotion of Sunita Rajan to deputy airtime sales </p><p>director. </p><p><BR><BR> </p><p>- Additional reporting by Leithen Francis in Singapore. </p><p><BR><BR> </p>