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BBC World in 'Take Off' mode with new show
Indiantelevision.com Team
(1 March 2007 10:30 pm)
MUMBAI: Close on the heels of launching an India specific campaign 'What
Affects the World, Affects You', BBC World announced the start of its 6-part
mini series Take Off, on the aviation industry in India, with a panel
discussion on the booming sector.
The mini series will be aired on BBC World every Tuesday at 9 pm, and will
talk to leading industry experts, asking them about the recent developments
and exploring and analysing the future of this sector. With six repeats
planned across weekdays and weekends the show is a key feature of the
channel's March programming.
Region specific programming such as the sector stories on India is
undertaken by the channel only in a few countries. BBC World is aggressively
looking at the Indian market where it has to compete with both national news
channels as well as international news channel CNN.
Speaking about the mini series, BBC World head of MarCom Vaishali Sharma
said, "The mini series to be aired on our global network takes a look at the
Indian aviation sector through the years. Our correspondent Karishma Vaswani
had covered the 'Aeroshow' at Yelahanka and the excitement that has been
generated over this sector in the past few years made it ideal to showcase
this sector. The aviation industry has witnessed phenomenal growth in the
last few years. With Take Off, BBC World will showcase the opportunities and
achievements created by the Indian boom in the aviation sector, plus the
threats."
As part of the promotional activity, the channel also had a brief panel
discussion on the budget and growth of the aviation segment with Go Air
managing director Jeh Wadia and Centre for Asia Pacific Aviation (Capa) CEO
Kapil Kaul, along with minister for civil aviation Praful Patel, who joined
in via video conferencing.
The mini series, which was commissioned to Miditec, starts at the cusp of
the 'Aero Show' at Yelahanka in Bangalore and traces the journey of Indian
aviation through the decades. The first episode takes an overview of the
industry and the various issues that surround it. The subsequent issues will
probe deeper into the problems faced by low cost airlines, government
apathy, infrastructure problems, airline personnel as well as the rise of
the budget airlines and privatisation.
Speaking about the advertising for the show, BBC World ad sales head Seema
Mohapatra mentions that while the aviation sector itself could not advertise
on the show, there had been great response from other advertisers. "The
aviation sector spins off so many other areas like tourism and domestic
travel for business that we are bound to see advertisers in those areas as
well."
The promotions for the show include a multimedia marketing campaign with BBC
leveraging its radio connection. Sharma said, "We are looking at radio very
actively and will use FM stations like Radio One and Radio City. The show
will also be promoted through print, outdoor and online media."
http://www.indiantelevision.com/headlines/y2k7/mar/mar17.htm
