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BBC plans India-centric programmes

BS Bureaux

BBC World, the news and information broadcasting channel, is re-positioning its programme content for the Indian viewer, and has lined up a slew of initiatives.

"We are looking at the Indian market very seriously and are tailoring our programmes in a way that would appeal to a larger audience. Our content would be different, but very relevant to the target audience," Narendra Morar, commissioning editor (regions), BBC World, said.

To begin with, BBC World will for the first time launch a documentary series on cricket called 'Beyond the Boundary.' The ten-part series will be launched in association with the India office of TransWorld International, which will produce the series.

The series will take a look at the glorious moments of Indian cricket from the 1970s to the triumph at the 1983 World Cup, and its emergence as a force in the world of cricket today.

The programme would try and capture the defining moments of Indian cricket through a mix of archival footage and reflective interviews with some of the biggest names in the sport.

According to Morar, among the other series to be aired shortly is Business Bazaar, a six-part series on unusual businesses. Topics to be covered include the hair cutting business at the Tirupati temple, Mumbai's Tiffin Dabbawallas, and Haldiram Snacks.

The channel has also roped in famous author William Dalrymple to present a six-part series called Indian Journeys. Dalrymple would cover spiritual journeys into the heart of sacred India.

BBC World will use the FM Radio as a medium for promotion. The channel has already tied up with two radio stations to promote its programmes. The initiative will also be supplemented by outdoor advertising campaigns and advertising through the print media.

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