SATELLITE & CABLE: Bonanza for BBC World as 50 new clients sign up

BBC World has doubled its advertising revenue over the past fiscal year, signing up more than 60 new advertisers. The London-based news network now has more than 150 advertisers. Industry growth from the information technology, communications, business and finance categories saw new advertisers such as Barclays, CeBit, Credit Suisse, HSBC, JP Morgan, LG Electronics and The New York Stock Exchange sign up. The BBC also introduced a new programming schedule in April this year, with extended editions of World Business Report and an additional daily edition of its news programme Asia Today, together with an IT programme called Click Online. "The new schedule and focus on relevant programming, also provides a compelling proposition to viewers and advertisers alike which is clearly paying dividends," said BBC World director of airtime sales Jonathan Howlett. "With the further increase in related programming on the channel, our advertising prospects continue to grow, and we have already made additional gains since the start of the new financial year," he said. Meanwhile, United Airlines has signed a new sponsorship deal with BBC World to sponsor the channel's weather report across Asia. The deal has seen Young & Rubicam, United Airlines' advertising agency, working closely with the BBC to create tailor-made animation specifically for the sponsored slots. United Airlines also has a banner ad on BBC World's website. "We are delighted by the momentum which our airtime sales have gained, with the introduction of our dedicated and customer-focused international sales office," said Mr Howlett. "An interesting feature of this growth has been the number of new advertisers using BBC World in more than one of our key feeds to India and the Middle East, Asia-Pacific and Europe."

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