News Broadcasting
BBC kicks off marketing campaign in the UK to drive digital TV uptake
MUMBAI: UK pubcaster The BBC has launched its new marketing campaign for Digital Access. The first part of the campaign will run over seven weeks to 31 December 2006 and comprises four staggered television trails which will air on BBC One and BBC Two.
The second part of the campaign with the fifth execution will air in January for two weeks. Accompanying the TV trails are a variety of radio executions that will play out on all BBC analogue radio networks from 25 November.
In addition, the public can view the trails online at bbc.co.uk/digital.
BBC head of marketing, communications and audiences, new media and digital David Bainbridge said, “This is the first time we have developed a single campaign idea to drive the take-up of digital tv and radio in the UK and which is flexible enough to take us all the way up to switchover. It is rooted in real life situations, showcases the breadth of content on BBC digital channels and utilises humour to appeal to a diverse audience who have so far resisted the move to digital. We need people to recognise that getting into the digital world is an easy and inexpensive step and hopefully this campaign will make that clear.”
The first TV trails to be aired are entitled Couples and Intervention. The scenario for Couples focusses on four friends having dinner, two of whom have digital and are trying to entice their friends who are scared to convert and have a go.
Intervention sees a young man in his twenties return to home to find several people in his flat all of whom are expressing their concern that he still isn’t “doing digital”. A further two trails – Posh Parents and Present – were added on 18 November. The final execution, Boredom, is scheduled for January 2007.
The strapline that will accompany the trails is “Do you do digital?” and all executions have been created by Fallon London. The primary purpose of the campaign is to raise awareness of how much audiences can get from the BBC if they convert to digital. The secondary purpose is to drive take-up of digital television and DAB digital radio.
“We are targeting the remaining 30 per cent of homes that have not converted to Digital TV and the 45 per cent of the population who haven’t bought into digital radio yet,” said Bainbridge.
News Broadcasting
CNN-News18 to host Fury in the Gulf conclave on West Asia crisis
Three-hour summit to unpack geopolitical fallout and impact on India
MUMBAI: CNN-News18 is set to host a special three-hour broadcast, Fury in the Gulf – War Conclave, on April 7, aiming to decode the escalating West Asia crisis and its far-reaching implications for India.
Scheduled from 4:00 PM to 7:00 PM, the conclave comes at a time when tensions between Iran and the United States are reshaping global geopolitics and triggering economic uncertainty. With India’s deep energy ties, trade links and large diaspora in the Gulf, the developments carry significant domestic relevance.
Built around the theme ‘Conflict, Consequences, and The Future,’ the programme will feature six curated sessions combining one-on-one interviews and panel discussions. The focus is to cut through the clutter and offer viewers a clearer understanding of the fast-evolving situation.
Key sessions include ‘Diplomacy in Times of War’ featuring Shashi Tharoor, and ‘World After the Iran Conflict’ with voices such as Ram Madhav, Reuven Azar, representatives from the European Union and the Iranian Deputy Envoy. Another session titled ‘Another Dunkirk?’ will bring together K. J. S. Dhillon and Jitin Prasada among others.
CNN-News18 editorial affairs director Rahul Shivshankar said, “In times of war, clarity becomes the most powerful tool. Fury in the Gulf – War Conclave brings together credible voices to address the questions and confusion that arise amid an overwhelming influx of information.”
He added that the initiative is aimed at delivering “facts, perspective, and insight” at a time when misinformation can easily cloud public understanding.
Echoing the sentiment, CNN-News18 CEO– English and business news Smriti Mehra said the conflict marks a defining global moment, with consequences that extend well beyond the region. She noted that the conclave seeks to present the crisis with “depth, nuance and responsibility” so audiences can better grasp its real-world impact.
As geopolitical tensions continue to dominate headlines, the conclave positions itself as an attempt to bring order to the noise, offering viewers a structured, insight-led look at a complex and rapidly shifting global situation.
