BBC World is now BBC World News

BBC World is all out to embrace change. It has opted for a change in its name and logo and, in its bid to fast track its growth, it has made key appointments and put in place a new programming strategy.

BBC World will now be known as BBC World News. In keeping with its new identity, the old logo for BBC World has given way to the new BBC World News logo. The new name and logo are supported by a drastic revamp of on-air graphics designs for the news channel. The creative team in BBC’s London office is responsible for the new logo and the new look.

BBC Global News brings together BBC World Service Radio, BBC World News Television, including BBC’s online news services and BBC Monitoring. BBC Global News has now designated India as its first regional hub for operations outside the UK. The India operations will be carried out from Mumbai.

Talking to agencyfaqs! about her new role and its associated responsibilities, Sharma says, “In my earlier capacity as head, Marcomms, BBC World, India, I was looking after marketing and communication services for TV. My new role will see me taking charge of radio and Internet as well.”

Why the change? Sharma explains, “In 2008, we are all set to bring in large scale editorial changes in the organisation. The stress is on output of more news and making international news more relevant to our viewers. The inclusion of the word ‘News’ to BBC World serves a twofold purpose. Firstly, it clearly communicates to viewers that our focus is news and its relevance to the target audience, connecting them to international happenings. Secondly, we got detailed feedback from viewers who said they found it difficult to identify the service provider. People were getting confused with the different platforms of news that BBC as a brand name offers. In our understanding, the new name, BBC World News, clears that confusion.”

Sharma will work in close association with Dezma de Melo, who has been promoted as head of audience insight at BBC Global News. In her earlier capacity, Melo was responsible for market research and developing programming and marketing strategy for the channel.

Sharma reveals that they have set new goals for themselves on the editorial front, too. “BBC World News sees itself as a tri-media news service, providing integrated news through various platforms such as TV, online and web. The focus now is to deliver more live, up to the minute reporting, more indepth news and debate, with greater stress on regional coverage.”

BBC World News has opted for a new programming strategy as well. It has decided to extend the share of World News programmes on air from five hours to seven hours. In July, it will launch a new programme, World News Today, which will target the Asian peak audiences in the evening. More business and sports based programmes are also in the offing.