BBC's radio news service has been in the country since 1940 and targets the Northern states. However, the popularity of its Hindi Seva show has been on the decline. Ashish Bhasin, director, Imag, Lintas India, said: "The challenge was how do you connect better in this high intensity, high listenership area?" Linterland's activities covered 25 towns in Bihar and 15 in Uttar Pradesh. They involved giving listeners a chance to interact with radio presenters and the opportunity to voice opinions on issues and topics relevant to their towns. It also involved more traditional rural marketing communications.
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