BBC World takes India story seriously

Even as every business vertical seems to be buying into the India story, the global media has been in step with them in coming in and taking the India story to the world.

Be it the British Broadcasting Corporation, better known as the BBC, CNN, the German DW-TV, Indian reports are always a regular feature of their fare.

Even as they produce programmes on the Indian market, they also want to take it to the world. With a strategy to bring news from inside outside and news from outside, inside, much of it is an attempt at taking the India story globally.

At the same time, it is a business opportunity no one wants to miss out on with the possibility of attracting sponsors for its programmes. Indian economy has caught the attention of many of these news channels the most.

The importance given to India can be gauged from the fact that BBC World has no other country-specific title like its India Business Report (IBR). The IBR has four sponsors today - the Aditya Birla Group, Future Group, Srilankan Airlines and Emaar MGF, the Dubai-based real estate giant.

"With India being an important market for the BBC, through its wholly-owned subsidiary BBC World, it has been making programmes relevant to India," said Vaishali Sharma, head of marketing & communication, BBC World, India.

The BBC which has been in India as a TV news broadcaster since 1991 is now making a big thrust into India. BBC World has a marketing strategy for India which includes providing more of international news relevant to India, and providing news aimed at South Asia and India in particular.

Information on political and economic front and the social aspects of India have been of interest globally, added Sharma.