MxMIndia

Tag: BBC Global News Ltd

  • Ankita Bakshi, has been appointed as Creative Solutions Producer to deliver content for brands that appeals to the BBC’s audience

    BBC Story Works expands into India

    By A Correspondent

     

    BBC Story Works, the global content marketing team within BBC Global News Ltd, has expanded into India with staff now based in the country as part of wider growth across the Asia Pacific region.

     

    The in-house creative agency produces content-led marketing campaigns on BBC.com and BBC World News. Based in New Delhi, Ankita Bakshi, has been appointed as Creative Solutions Producer to deliver content for brands that appeals to the BBC’s audience. Bakshi will be working directly alongside Regional Sales Director Vishal Bhatnagar in building out the BBC Story Works capabilities in India, capitalising on the advertiser demand for content-led partnerships.

     

    This support was previously provided to Indian brands by the BBC StoryWorks team in Singapore. Said Global Head of BBC StoryWorks Richard Pattinson: “This is a great move for BBC StoryWorks and it will really strengthen our position in the region to be able to service clients on the ground in India. The world class quality of our content combined with our valuable audiences (English and local languages) are of attraction to select Indian advertisers and with an increased demand for branded content from Indian based clients for national and international campaigns, we needed to have an asset in market to meet client and agency needs. BBC StoryWorks has seen a steady growth since its launch in 2015 and this hire is part of a large expansion across Asia Pacific this year, including more senior hires in Singapore and increasing staff in India and China, with further markets to follow. BBC StoryWorks is playing a contributing role in more than 65% of advertising sales revenue in the Asia Pacific region, a sharp increase on last year.”

     

    Added Ankita Bakshi, Creative Solutions Producer for BBC StoryWorks India: “I’m delighted to be joining the BBC StoryWorks team in New Delhi. India is an exciting and rapidly growing market and I look forward to offering our local clients a more personal and bespoke service, building on our insights to enable them to maximise the impact of the campaigns we deliver.”

  • Nearly three quarters find it hard to distinguish real from fake news

    BBC study reveals value of trust for Indian audiences and brands

    By A Correspondent

     

    BBC World News and BBC.com have published a study of APAC news consumers on the value of trusted news sources in the fake news era.

     

    In an ever-changing and connected world, news stories are affecting audiences’ lives like never before. With regional events having a greater impact globally, audiences turn to news sources in order to gain clarity and insight on global stories.  The new BBC study, titled ‘The Value of News – and the Importance of Trust’, revealed that 85 per cent of Indian news consumers say that international news is more important now than ever before – the highest across the countries surveyed.  However, 83per cent are concerned about fake newsand 72per cent find it hard to distinguish between real and fake news. 83per cent of respondents say they are more inclined to refer to well-known and established news brands because of fake news.

     

    The BBC study revealed new insights into the value of trust for brands advertising on media outlets.  Traditional news publishers are the most trusted type of digital platform and the trust level for brands associated with these outlets is more than 40per cent higher than digital native news websites. In India, 69per cent say they would trust an advertiser more and almost three quarters (73per cent) say their brand consideration would increase if it is advertised on a trusted news channel or website. In addition, they are more inclined to read sponsored content on these sites (78per cent agree). Conversely, more than seven out of ten people (71per cent) say that being associated with an untrusted media outlet would negatively affect their perception of a brand.

     

    TV is still the most popular platform for Indians who want to stay up-to-date with international news, with 93per cent saying they use it, followed by social media (80per cent), newspapers (62per cent), news apps (54per cent), websites (45per cent) and news aggregators (44per cent). The study shows that news consumers both in India and across the wider APAC region consider BBC World News to be the most trusted international news channel.

     

    According to The Global Web Index, consumers’ use of digital news/social feeds complements, rather than cannibalises, news consumption on pay TV. Across APAC, online news consumers are four times as likely to watch international news** channels as those who don’t consume news online and 94per cent of Indian mobile phone users share international news stories on messaging platforms – again the most of any country surveyed.

     

    Said Jim Egan, CEO for BBC Global News Ltd:“These results reveal the full extent to which India is feeling the effects of the fake news phenomenon.  Trust is becoming increasingly important as people seek out information they can rely on and the BBC’s traditional values of accuracy and impartiality have never been more relevant to both audiences and brands who can benefit from being aligned with them.”

     

  • In 2013 Tony Hall, Director General of the BBC, set a target of 500m for the BBC's global reach for 2022

    BBC records good growth in its global audience

    By A Correspondent

     

    New figures unveiled recently show the BBC has a weekly global audience of 308 million people. This represents the combined measured reach of international BBC content – both news and entertainment – for the year 2014/15 and is the first time this figure has ever been measured in this way.

     

    In 2013 Tony Hall, Director General of the BBC, set a target of 500m for the BBC’s global reach for 2022.

     

    The figures – the BBC Global Audience Measure (GAM) – reveal that the BBC’s weekly global news audience, which is measured each year, has increased by 18m people, or7 per cent since last year, to a record-breaking 283 million. This means that one in every 16 adults around the world uses BBC News.

     

    For the first time, television (148m) overtook radio (133m) as the most popular platform for BBC international news, and it is also the first time since we tracked audiences for all three platforms – radio, TV and online (55m) – in English and 28 other languages – that they’ve all grown in the same year.

     

    The BBC World Service’s audience has increased by 10 per cent in its first year of licence fee funding and now stands at 210m, with the biggest boost coming from new World Service TV news bulletins in languages other than English.

     

    The biggest growth for a single service comes for BBC World Service English, which has its highest ever weekly reach ever with an audience of 52m, an increase of more than 25 per cent. The countries where the audience increases for World Service English have been highest are Nigeria, USA, Pakistan and Tanzania.

     

    BBC Global News Ltd’s audience has grown to 105 million with World News TV’s up by 12 per cent, and bbc.com/news growing by 16 per cent.

     

    Fran Unsworth, Director of the BBC World Service Group, said: “These amazing figures demonstrate the importance and impact of the BBC around the world.

     

    “In times of crisis and in countries lacking media freedom, people around the world turn to the BBC for trusted and accurate information. Thanks to our digital innovation we now have more ways than ever before of reaching our audience – from the Whatsapp Service we set up during the West Africa Ebola outbreak to our pop-up Thai news stream on Facebook following the military coup.”

     

    Tim Davie, Director, Global and CEO, BBC Worldwide, said: “Today’s audience numbers show the global reach of the BBC to be strong and growing.  The consumption of branded BBC services across TV, radio and digital platforms speaks to the international appetite for premium content across all the genres for which we are best known – primarily news, but increasingly for drama, factual and entertainment.”

     

    “Having a robust but prudent measurement system in place also helps increase our understanding of our audiences, enabling us to serve them to the very best of our ability in the future.”