Category: World Service

Date: 27.09.2004
Printable version

The BBC is the first international broadcaster to win permission for a billboard in Baghdad.

After months of negotiation with pre- and post-handover Iraqi authorities, the 14x4 meter billboard, promoting BBC Arabic radio and online, has been erected on top of a large office building in the commercial Al Mansour district.

Promoting the BBC's 89FM frequency with the strapline, The World, Your News in Arabic, the campaign reinforces the importance Iraqi people place on impartial and objective news from the BBC.

Over 3.3 million people in Iraq are now listening to the BBC in Arabic, many of them tuning into the seven new FMs the BBC has launched across the country.

The billboard is sited above an optician and is the latest stage in the BBC's ongoing marketing campaign in Iraq.

Other activity includes a map/calendar for Baghdad residents and print advertising to promote the new FM frequencies in the Iraqi national daily Azzaman and a range of pan-Arab newspapers.

Jane Futrell, Head of BBC World Service International Marketing, says: "It has been a real challenge for the team getting a billboard into Iraq, the timing and location took months to negotiate but research proves our audience is growing rapidly on FM.

"There is a need for impartial international news and it is important people know how to access us."

The UK based company, Virtuality, designed the artwork and the site was sourced and negotiated by Creative Media in the UK and the Lebanon-based contractor, Picasso.

Notes to Editors

The BBC's seven FMs in Iraq are:

Baghdad 89FM, Mosul & Irbil 96FM, Kirkuk 92.6FM, Al-Nasirya 100FM, Basra 90FM, Al-Kut 89FM and Al-Amara 89FM.

BBC Arabic – BBC Al Arabia – launched in 1938 and has weekly audiences of around 12 million in 14 countries.

BBC 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.

BBC World Service is available globally on short wave, on FM in 139 capital cities and selected programmes are carried on around 2,000 FM and MW radio stations around the world.

The BBC World Service websites receive around 280 million page impressions every month.