Our daily breadth: with the depth of its reporting well established, the BBC World is now seeking to showcase its breadth of programming. Magz Osborne looks at the BBC World's new campaign to take East Asia. (Campaigns).

Television Asia, November, 2002 by Osborne, Magz

A senior pay-TV executive recently bemoaned the current advertising climate and berated media buyers who predicted a 2002 upturn that has yet to materialise. "But I'm just glad I'm not in news," he said. "Those guys have got one hell of a job. I don't envy them one bit." In a nutshell: revenues are down, the tightest lid in memory has been put on spending, and staffing is at record lows compared to output.

In a new campaign from (Cordiant-owned) One-Four-One Singapore, the BBC's 24-hour international news and information channel, BBC World, cuts through to the core of the challenges by focusing on its wealth of non-news programming. The aim of the "Tune In" campaign, which launched in September this year, is to broaden appreciation of the channel's current...

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