Category: World
Service
Date: 28.02.2005
Printable version
Βι¶ΉΤΌΕΔ World Service has launched a major marketing campaign to meet its
Urdu audiences across Pakistan and promote Βι¶ΉΤΌΕΔ Urdu's flagship programme,
Sairbeen.
Throughout the month-long campaign, Βι¶ΉΤΌΕΔ Sangat. Kahain Aap Sunain Hum
(You Say, We Listen), the Βι¶ΉΤΌΕΔ Urdu team will visit 10 towns, engaging
local communities in discussions about issues central to their lives,
such as water shortages and women's education.
Debates will be broadcast on Βι¶ΉΤΌΕΔ Urdu's popular evening news and current
affairs programme, Sairbeen.
The campaign editorial is supported with Βι¶ΉΤΌΕΔ Urdu TV commercials on
Pakistan's national and regional TV stations such as PTV, ARY One, Khyber
TV, KTN and Indus Vision.
There are also print ads in the national and regional press, including
Jang, Naw-i-Waqt, Khabrain, Mashriq and Express, as well as hoardings,
banners, posters and leaflets.
The TV advertising was produced by Waqas Ahmed, a leading name in
Pakistan's TV commercial industry.
Karachi-based Blitz DDB was appointed by Βι¶ΉΤΌΕΔ World Service marketing
team to deliver the creative and audience participation events.
Acting head of Βι¶ΉΤΌΕΔ Urdu, Mirza Waheed, is looking forward to the opportunities
to interact with the audiences: "The Βι¶ΉΤΌΕΔ Sangat campaign captures
the essence of the Βι¶ΉΤΌΕΔ Urdu programming, which is for our audiences
and about our audiences.
"It will bring us closer to the listeners in Pakistan and will
directly channel their voices and their views to the millions of listeners
across the region."
Alan Booth, Controller of Βι¶ΉΤΌΕΔ World Service Marketing, Communications
& Audiences, says the aim of the campaign is to further boost Βι¶ΉΤΌΕΔ Urdu
listenership in Pakistan: "Βι¶ΉΤΌΕΔ Urdu performs exceptionally strongly
in Pakistan, receiving higher ratings than other international broadcasters
for trust, objectivity and relevance.
"However, as TV becomes an increasingly available and popular
medium, we want to reinforce our listener base in Pakistan, connecting
to them and engaging them in a dialogue on important issues."
Campaign creatives are available on request.
Notes to Editors
Βι¶ΉΤΌΕΔ Urdu broadcasts three times a day. Its flagship programme, Sairbeen,
airs seven days a week at 8.00pm Pakistan Standard Time and provides
60 minutes of news and current affairs.
JahanumaΒΈ which starts at 6.30am, is a 30-minute daily breakfast programme
which sets the day's news agenda.
At the end of the day there is Shabnama, a 30-minute round-up of the
main events starting at 10.30pm.
In addition, Βι¶ΉΤΌΕΔ Urdu brings listeners weekly magazine features on
sports, science and economy that can also be accessed through its popular
website - bbcurdu.com.
Βι¶ΉΤΌΕΔ World Service broadcasts programmes around the world in 43 languages
and is available on radio and online.
It has a global audience of 146 million listeners.
Βι¶ΉΤΌΕΔ World Service is available globally on short wave; on FM in 140
cities; and selected programmes are carried on around 2,000 FM and MW
radio stations around the world.
The Βι¶ΉΤΌΕΔ World Service websites receive around 280 million page impressions
every month.
