Tourism Ministry has partnered with BBC World News globally for a six-part travel series, ‘Travel India’. Through this initiative, BBC aims to increase the number of domestic and international tourists visiting India as well as showcase the diverse facets of the country that travellers can explore and experience. This news initiative commenced from October 4 and will be aired on Saturdays at 8 pm.
Presented by popular cricketer presenter Harsha Bhogle, the new series showcases contemporary India. ‘Travel India’ includes journeys to India’s spiritual sites, places of scenic beauty, urban business centres and underdeveloped rural areas.
Seema Mahapatra, Director - Advertising Sales, South Asia, BBC World News, said, “Other than this, there will also be a five-minute corporate film on Ayurveda and Wellness.”
She further said, “We are also making a 30-second commercial that will run as part of the campaign. This will be in addition to the Tourism Ministry’s Incredible India campaign. All of this will be telecast on BBC World News across Europe, Asia- Pacific, South Asia, the Middle East, and Australia as well as on UKTV and in-flight ads in BBC World News programmes on United Airlines and US Airways, for which we have tied up with these two airlines.”
Mahapatra, however, declined to say anything on the revenues. “Last year, we saw an overall 20 per cent growth in our revenue globally, but this year, we are yet to close the year. I see some pretty strong numbers coming in,” she added.
Paul Gibbs, the new BBC World News Head of Programmes, said, “The ‘Travel India’ series uncovers the diverse and unexplored facets of India as it stands today. It’s an exciting discovery of the unexpected, which gives a unique and intriguing insight into amazing India.”
Speaking on the initiative, Leena Nandan, Joint Secretary, Ministry of Tourism, said, “We are extremely pleased that the multi-hued dimensions of India will be seen on BBC World News, a medium that has the credibility and reach to influence travellers across the world. I am confident that a series like ‘Travel India’ will successfully showcase not just the glorious past and the dynamic present that all Indians take great pride in, but the varied facets of India than can be explored, enjoyed and experienced.”