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BBC World shines as India goes polling: TAM research

15-June-2004
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BBC World shines as India goes polling: TAM research

BBC World was the most watched international news channel, and achieved an increase in its audience, during the recently concluded General Elections, suggests TAM data. An official communiqué reads that during the four-week campaign BBC World clinched a total of 15 million viewers, three times the figure achieved by its nearest rival CNN. Each of BBC World's viewers spent an average of 50 per cent longer span getting tuned to the channel's comprehensive and extended coverage of the poll, compared to those who were watching CNN.

The research also finds that 1.5 million people in India watched BBC World's election programming on Thursday May 13, the day on which the results were announced. BBC World attracted 94 per cent of the overall viewing to the two channels that day.

BBC World's balanced perspective on the domestic and global implications of the nationwide poll resulted in a six per cent increase in reach, and a 20 per cent rise in the time spent watching the channel, among the SEC A. BBC World's reach and viewing time came in ahead of CNN in all socio-economic segments across India.

Dezma de Melo, Research Manager for BBC World in India, comments, "These are fantastic results. The growth in viewership is a result of BBC World's live reporting, regular hourly news updates and special analysis on programmes including Asia Today, Asia Business Report and Question Time India. The Indian news industry is highly competitive today and BBC World's success is a reflection of our credibility and the demand from viewers in India for a global perspective."

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