BBC World has launched a new global brand advertising campaign around the tag line, "Putting News First".(Asia's television industry is talking about ...)

Television Asia, March, 2005

[ILLUSTRATION OMITTED]

Caption: Left: BBC World has launched a new global brand advertising campaign around the tag line, "Putting News First". The campaign was the result of a three-phase research project, started in January 2004, designed to refine BBC World's positioning. "We hadn't done enough research into our audiences ... we hadn't asked enough questions," says BBC World's head of marketing, Seema Kotecha. "We have done a lot of research into audience measurement, and a little into brand awareness ... but we needed extensive research and development on what the brand stands for". The new campaign's on- and off-air creative involves showing how far BBC newsgathering teams will go to get the news. John Simpson, for instance, talks about reporting...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.