BBC tweaks show line-up for India

The move comes as the channel tweaks its show line-up to reach young, educated Indian viewers or local entrepreneurs as part of efforts to be "relevant to emerging new sectors". The initiative also aims to attract local companies looking to establish their brands in international markets. BBC World airtime sales director, Jonathan Howlett, said: "I am not going to rush in and say that we are meant for everyone. We have to have clarity on the segment which we serve -- which is the upscale audience and advertisers choosing to reach that profile. "It's within a certain group that we can deliver best. That does not mean we are being elitist, but whatever new opportunities this opens up, we will certainly be looking at certain domestic clients that we have not been able to really develop." The channel has become a major producer of lifestyle programmes in India. It recently introduced its Top Gear programme specifically in response to the growing demand for cars and the explosion of the number of models in the Indian market. The channel has also launched Ad World, to take advantage of the increasing interest in the role of brand development and communication in the market. It also plans to give greater coverage to politics and the elections this year, and is evaluating programme formats used in other markets that would fit in with Indian audiences. However, it is believed that BBC World continues to be seen as an "elitist" channel in India. The brand reaches 255 million homes in more than 200 countries globally, plus nearly a million hotel rooms.