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
Times Network to air JVC Exit Poll across 5 regions on April 29
Four-hour broadcast spans states and Puducherry with data-led analysis
MUMBAI: Times Network is set to roll out what it calls one of its most expansive election programming efforts yet, culminating in the JVC Exit Poll on 29 April, with a multi-hour broadcast spanning key poll-bound regions.
The exit poll will air across Times Now and Times Now Navbharat, beginning at 5pm and 4pm respectively. Co-powered by Vedanta and Jindal Stainless, the programming aims to combine on-ground reportage with data-driven projections across West Bengal, Tamil Nadu, Kerala, Assam and Puducherry.
The network has deployed over 50 journalists across these regions, gathering voter sentiment and local insights in the run-up to polling. The effort builds on its ongoing election formats such as Election Yatra and Election Premier League, which have tracked campaign narratives and community-level issues.
In parallel, Times Now Navbharat has focused on constituency-level reporting in West Bengal through its Jan Gan ka Mann series, capturing voter opinions across diverse segments.
The coverage has also featured interviews with prominent political leaders. Kerala chief minister Pinarayi Vijayan and Congress leaders Ramesh Chennithala and V D Satheesan have appeared on the network’s election specials. From Tamil Nadu, voices including deputy chief minister Udhayanidhi Stalin, DMK MP Dayanidhi Maran, BJP leader K Annamalai and NTK’s Seeman have also featured in discussions.
On the day of the exit poll, the network’s primetime anchors, including Navika Kumar, Zakka Jacob and Sumit Awasthi, will lead the coverage. They will be joined by a panel of political analysts, psephologists and senior journalists offering real-time insights and interpretation of trends.
The programming will integrate grassroots reportage with analytics from the JVC Exit Poll, aiming to give viewers an early sense of electoral outcomes ahead of the official results on 4 May.
With its combined English and Hindi broadcast reach, Times Network is positioning this effort as a comprehensive look at voter sentiment, blending field reporting, data and debate to decode what could lie ahead when the final mandate is revealed.
