Top Story

e4m_logo.png

Home >> International >> Article

BBC World open to sponsorship

06-March-2001
Font Size   16
Share
BBC World open to sponsorship

The process of commercialisation at BBC has begun in full swing. For the first time, the news and current affairs on BBC World on PAS4 beam, which is meant for South Asia (including India) and the Middle East, has been thrown open to sponsorship. Strategically enough, it's the `Weather Report' in the news section, which is being sponsored first.

Advertising on BBC was like blasphemy till a few years ago. Then succumbing to the times and falling revenues, the institution began relaxing it’s advertising rules, but only to a limit. It started accepting advertisements for only those programmes which were not related to news, current affairs and business.

In May 2000, however, BBC World took a revolutionary step by opening up the `Weather Report' of its PAS 2 beam, meant for the Asia-Pacific region, for sponsorship. Now the step has been taken to a logical conclusion by getting a sponsor for the `Weather Report', which is part of the news section, on the PAS 4 beam as well.

While the weather section on PAS 2 beam (Asia-Pacific) was being sponsored by United Airlines, the one on PAS 4 (South Asia and Middle-East) has just got sponsorship from Amtrex Hitachi Appliances Ltd. With that, for the first time, BBC World has started accepting advertisements for its news section for the Asia beam.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking