BBC worldwide appointed Penguin India as its exclusive export distributor of books, with special emphasis on a variety of indigenous languages, to provide quality British entertainment in the vernacular. BBC also launched the book Ji Mantriji published by Penguin, based on the popular TV serial currently on air.
Elaborating on the Indian initiative, Monisha Shah, director BBC worldwide said that this is BBC's foray into tapping the huge Indian domestic market through customisation, which the company intends to achieve by dissecting and differentiating prevailing market conditions.
BBC also plans to launch magazines, audio and video in the next three years. It expects to retain the brand value while building a new brand and will do this in a phased manner. The Ji Mantriji series in English will be translated into Hindi, Tamil, Bangla and Malayalam by the end of this year.
BBC worldwide has created the new Indian version of the famous Yes Minister books and adapted the original diaries to reflect Hindi TV adaptation of Yes Minister and Yes Prime Minister. P>
There will be a total of five books; three for Yes Minister and the other two for Yes Prime Minister and each will convey humour of the original diaries with nuances of the Indian scenario. Priced at Rs 195, they have been enriched by veteran cartoonist R K Laxman's illustrations, which also appear in the popular TV series.