COMPILED BY

VRUSHALI MALANKAR ROLL NO 7MANDAR KARANDIKAR ROLL NO 8PRIYA MADHAVAN ROLL NO 9KAVITA BAEET ROLL NO 10

CASE STUDY SYNOPSISThe Case study discusses about the various marketing mix & distribution strategy adopted by BBC world to capture the Indian market.

Discussing through the below subject matter our endeavor has been to throw light on BBC World’s competition strategy -

Change the programming mix for Indian audience.

Image change & increasing viewership in India.

Sustain & surpass the competition in the India news channel category.

BRITISH BROADCASTING CORPORATION

The British broad casting company was formed in1992 by leading wireless manufacturers. The objective was to bring the best of everything to the greatest number of homes.

Road to Success:

In 1926 around 2.2m licenses to own radios were issued.

In 1927 it was granted a Royal Charter & its name was changed to British Broadcasting Corporation.

In 1938 it covered 98% of Britain's population.

In 1936 started its television services.

Radio services gained popularity over television in II World war.

Till early 1950 12m radio license were issued as against 350K TV licenses.

In 1953 for the first time television viewers exceeded radio listeners.

In1957 BBC stung by competition & audience share dropped to 28% Period 1960 to 1990 witnessed various strategic moves adopted by

BBC to enhance its audience share.

In 2002, its revenue reached 100m & reached over 450m homes.

BRITISH BROADCASTING CORPORATION

BBC BROADER VIEW - LOCALISINGBBC was launched in India in 1995 as part of Star Network’s bouquet.

Commenting on the channels image in India, Narendra Morar, BBC

Commissioning Editor said “People watch us in complementary way as

well as to confirm news”.

During 1998 it started loosing viewership -

• One Indian centric program – India Business Report.

• Indians considered BBC world as only a news channel.

• Various regional & national news channels launched in Indian.

PROGRAM MIXING - INDIA

Kids

Style India fashion

Teenagers

Master Mind- Quiz Show

KidsAdults

India Business Report

Consumers

Wheels – AutomobilesMoney wise – BusinessQuestion time - Politics

BRANDING STRATEGY Conducted BBC World IT seminar across various metropolitan cities.

BBC world licensed some of its programs to local channels such as DD, Sun News.

Aired programs such as Teletubbies through Doordarshan. Program Tweenies was dubbed in regional languages such as Guajarati, Marathi, Bengali & Punjabi under the name ‘BBC Vishesh’.

Tie up with Penguin India for publishing books based on BBC World sitcoms & documentaries.

Today, BBC World content is going out on platforms like YouTube.

BBC World, BBC's 24-hour international news and information channel, launched on the Dish TV DTH platform.

CONSOLIDATING PRESENCE IN INDIA BBC World conducted a Survey in 2000 with ORG Marg called Horizon 2000.

The survey was conducted to understand the India’s leading consumer &

decision makers.

The major highlight of the survey was that 73% of the population in the age band of

22-54 mainly professional & graduates both men & women watch BBC for information.

In accordance with the Survey result BBC World targeted business executives Referred to a

International Business Decision Makers & international travellers.

Post survey, many companies entered in to agreement for sponsoring BBC programs.

It entered in to tie ups with corpo ate such as Bazee.com(auction site), Microsoft, JK Tyres,

Virgin Atlantic. According to BBC World sources, advertisers showed interest in

advertising in BBC World as it provided visibility at a global level & also

offered clutter free advertising space.

BBC V/S INDIAN NEWS CHANNELS Indian news channels are

more focused on breaking news & in that attempt it creates a tabloid for capturing viewership.

Extensive & wide coverage of local issues in Hindi enabled channels like Aaj Tak, DD, Starplus and NDTV to gain more viewership

BBC world makes breaking news only when there has been any development which impacts the world across.

The news coverage is in English.

GROUP RECOMMENDATION They should launch the channels in other names than

BBC world as it stands for British Broad Casting which can be misleading. They can change the names to BBC Hindi or BBC India.

They have launched a Hindi news channel which covers local news. They now need to promote these channels to have wider viewers at all levels (age & income group).

CONCLUSION

BBC world observation is that viewers although enjoy watching local

news channels, they rely on BBC for confirmation.

Secondly BBC USP is – “Most news channels will tell you what

happened and where; we like to say we also tell you ‘how’ and ‘why’

would enable BBC World to take on the challenge posed by the

explosion of news channels in India.