But, does BBC have enough clout to enable it to beat CNN on its home turf? Says Seema Kotecha, Marketing Head, BBC World, “Research shows that Americans are increasingly interested in international news, yet, most of the US news networks are spending less airtime on (coverage of) international stories. We hope to fill this gap in the US market.” Interestingly, a particular positioning strategy that BBC could well exploit to its maximum benefit, is an area that major news broadcasters have regularly ignored. Though there are 65 mili belion cable subscribers (where Fox & CNN cumulatively hold around 80% ‘viewership’; Nielsen Media Research), BBC should realise that there are 45 million households with televisions that do not have cable connections. For BBC to achieve a dramatic jump start lead, focusing on this segment could well be extremely profi table. And of course, with a whopping annual subsidy of $5.4 billion that it receives from the UK government, BBC can do much more than that.
For Complete IIPM-Article, Click on IIPM-Editorial Link
Source:- IIPM-Editorial, Editor:- Prof. Arindam Chaudhuri - 2006
For Complete IIPM-Article, Click on IIPM-Editorial Link
Source:- IIPM-Editorial, Editor:- Prof. Arindam Chaudhuri - 2006
