The Hindu : New Delhi News : Tailor-made for Indian audience

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Tuesday, Jan 18, 2011
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Tailor-made for Indian audience

Staff Reporter

BBC Worldwide launches a new entertaining lifestyle channel

NEW DELHI: British Broadcasting Corporation Worldwide has launched an all-new BBC Entertaining channel, an amalgamation of factual and lifestyle programming, in India.

English-speaking

The multi-genre channel seeks to target English-speaking Indian audience and has designed a scheduled catering to families who travel overseas and are keen to updates themselves on all that is happening globally.

Though BBC is synonymous with top-quality news, Deepak Shourie, Director South Asia, BBC Worldwide Channels, was not tempted to mix news in the new channel. “News in India is being produced locally and we are having numerous channels airing local news. So we did not want to go into that. We already have BBC World. India, with its large English-speaking population, high level of BBC brand recognition and strong affinity with the United Kingdom, is a significant market for us,” said Mr. Shourie at the launch here this past Wednesday.

The channel, with its unique, award-winning and top-rated programmes will deliver some much-desired audience segments to advertisers in India, he added.

Though the channel is tailor-made for the Indian audience, none of the programmes will be produced in the country.

International flavour

“The fact that India is home to citizens of the world who travel abroad and are keen to know the latest on the global affair was reason enough for the channel to make programmes with international flavour,” added Mr. Shourie.

Mornings will be dedicated to lifestyle shows, designed to inspire ideas for home and design, fashion and cooking. The line-up includes “Rick Stein's Far Eastern Odyssey” in which the revered British chef and author goes on an epic journey to explore the region's diverse food cultures.

Celebrity stylist Gok Wan will give tips on how to look chic in “Gok's Fashion Fix”. “Hotel Babylon” with its seductive insight into the workings of a five-star-hotel is one of the home design concepts.

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