"News...important or interesting new happenings." So says the Collins English Dictionary. And from today, BBC World has changed its name to BBC World News. Perhaps it's not the most radical step - indeed some of you may think that's what we're already called. And if you don't, then maybe you're wondering why we're bothering.
But this is a significant change, for two reasons really. One, because a surprisingly large number of viewers we questioned in surveys found it hard to categorise exactly what we are; what we stand for. And second, because we want to be in line with all the changes happening across the BBC - bringing together our news output in radio, TV and online to share one common identity (see Peter Horrocks' blog entry on this subject). In the increasingly-crowded global market-place, it's critical to have a clear brand which stands out from the competition.
Over the years, the mixture of programmes on BBC World has changed significantly. We used to broadcast much more features and other programming (including University Challenge India not too many years ago).
But in the past three years - in response to the clear demand of our viewers - we've gradually increased the focus on to more news and topical programming. For example we now run four editions of the hour-long World News Today, as well as World News America presented from Washington. Later this year there'll be more, and we've also expanded World Business Report and Sport Today.
So for us, the name change is a public declaration of what we have become, and where our future lies. We'll be keeping our most popular programme brands on the channel - Click, Fast Track, Our World, HARDtalk, and the rest. But by changing our name we hope we're just a little bit more clear about what we do, and the values of BBC News we represent.