"India is among our 4 top markets"
BBC has been broadcasting news in India for decades but this is the first time that a Director-General of BBC is visiting India. Mark Thompson, who is in India to meet BBC staff and also to interact with cultural and political leaders in this country, has decided to visit India once every 18 months. He spoke to BT’s Anusha Subramanian about the Indian media and entertainment market and BBC’s place in it. Excerpts:
India is an incredibly diverse market. And one of the challenges for international media players here is how to tackle this diversity and how to make sure that one’s programming is relevant to this market. For us, in particular, the challenge is: how do we bring news of the world into this market in a way that it is relevant. BBC is a trusted name here. But we have to work hard, maintain that trust and also produce content that is relevant. Indian broadcasters have established a strong emotional connection with their audiences. We international players have a lot to learn from them as we try and build that connect with the Indian consumers.
What are your plans for the Indian market?
India is among the top four “opportunity markets” for BBC around the world after the UK, the US and Australia. We see huge potential in the television sector, and particularly for our licencing business here. We are setting up a television production office in Mumbai which will look at television shows and also look at developing formats and new ideas for this market and for the world market. Our experience tells us that global television formats, if sensibly adapted with the help of local talent, can work very well locally and can be taken to different markets around the world.
Five years from now, where do you see BBC in India?
Five years from now, BBC will still stand for the most trusted source for international news and be an aspirational brand. But many young Indians would also know us for our other businesses like magazines and TV formatted shows. We would like to begin to change and broaden the view of the audience about BBC. We will have a larger presence in India with some more global channels, magazine titles and entertainment programmes.
