Product details

The case examines BBC World''s entry into India during the mid-1990s and its growth in the country. The reasons underlying the channel''s decision to design for India centric programmes have been discussed. In addition the case examines BBC World''s decision to shift India centric programmes to the weekend after the September 11 attacks and latter its decision to relaunch India centric programmes on prime time. The case also provides detailed information about the channel''s market research activities and its target market. BBC World''s future prospects in light of growing competition are also examined. The case is structured to enable students to: (1) understand the factors that influence a foreign channel to opt for localised programming content; (2) understand the importance of programming mix for the success of a channel; (3) identify the strategies adopted by BBC World to gain viewership; (4) understand the importance of market research for identifying target consumers; (5) examine the advantages and disadvantages of the channel''s programming mix; (6) understand why Star News is accepted as an Indian channel, while BBC World is perceived as a foreign channel; and (7) examine the impact of the launch of new ''News Channels'' on BBC World. The case is intended for MBA/PGDBM level students for the marketing curriculum.