Sumita Vaid

BBC online baits people with rumour

BBC banks on curiosity to drive traffic to its web site

‘Trophy stolen. Cricketer suspected.'

‘Batsmen used super glue for non-slip grip.'

‘Aluminium bats may be re-introduced.'


Yes, it is this element of surprise that BBC online plans to tickle with its new campaign built around the World Cup. Statements like these are bound to raise eyebrows and stoke curiosity and chances are many, who come across such proclamation, may quickly check out sundry news sites/papers for validation. A clever way to drive traffic to its web site and drive home the point that BBC stands for truth. As the new series of ads declare, ‘It's not true till it's on'

"The whole idea is to get people talking. And once they are on, people will know that the site showcases all that is best about BBC, with accurate reporting and lively debate. This one single integrated idea - rumour - runs across print, radio, the Internet and street shows," says Benny Thomas, vice-president, TBWAAnthem.

Aimed at Indian supporters, and general lovers of the game, the BBC site brings news, views and features plus a number of unique items, including audio and video replay clips, live scorecards for each match, and three interactive cricket-based games. In fact, BBC has also teamed up with Mumbai's GO 92.5 FM to deliver pre- and post-match reports live from BBC correspondents in South Africa.

Explaining the reason for talking the cricket route, Sam Miller, managing editor, South Asia, BBC, says, "This special cricket World Cup site brings BBC's coverage to new levels of infotainment. We've seized the opportunity to take the site beyond straight match reports. Informed and accurate news information remains at the heart of our offer, but we are also encouraging people of all age groups to interact with the BBC's cricket experts. You can ask trivia questions through Ask Bearders, pick up all important tips on how to improve your game through the Academy, and there are some great games to play - Sticky Wicket, Last Man Standing and Fantasy Cricket."

Not just this, the site has got the likes of Allan Donald, Imran Khan, Arun Lal and Richard Pybus to write their personal insights into match reports exclusively for the English, Hindi as well as the Urdu sites of BBC. © 2003 agencyfaqs!

Have news to share? Write to us