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24 September 2014
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BBC Hindi's audience in India rises

Category: World Service

Date: 08.04.2005
Printable version

BBC World Service has stemmed its declining radio audience in India, according to an independent audience survey.


BBC Hindi has grown by 4.3 million, taking the BBC's weekly Hindi audience up to 14.5 million.


The survey, conducted in the states of Bihar, Uttar Pradesh, Uttaranchal, Jharkand and Rajastan, revealed that weekly listenership to the BBC confirms the BBC as India's number one international radio provider.


The BBC captures 40% of all those listening to the radio in Bihar, and a third of radio listeners in Jharkand. In the remaining three states, just under one in five of radio listeners turn to the BBC Hindi Service every week.


Head of BBC Hindi, Achala Sharma, said that the increase in audience this year is likely to be the result of a combination of factors: "We have developed our programming so it connects directly with our audiences in the 'Hindi belt'.


"I am also sure that our roadshow marketing initiative in Bihar and Uttar Pradesh last year has contributed to this success."


According to the survey, which was undertaken almost a year after the BBC Hindi roadshow ended, 16% of weekly listeners across the states said they were aware of the BBC Hindi events. This amounts to over 2 million people.


The Hindi roadshow visited over 40 locations in the states of Uttar Pradesh and Bihar, giving local people direct contact with the BBC.


Controller of BBC World Service Marketing Communications & Audiences, Alan Booth, added: "India is a key market for the BBC. The rapid growth of TV viewing across India over the last 10 years, combined with India's broadcasting legislation which prevents news and current affairs on FM radio stations, has changed the media landscape.


"However, we are pleased to see that BBC Hindi is growing in popularity in the towns and villages of Northern India.


This survey proves that, with new programme formats and astute marketing, we are able to build on what had been a declining audience."


The survey was commissioned by BBC World Service and was conducted by AC Nielsen between December 2004 and January 2005.


Notes to Editors


BBC Hindi broadcasts four times a day at 6.30am, 8.00am, 7.30pm and 10.30pm IST and is available on short wave and medium wave radio transmitters and via cable television.


Hindi speakers across the world can access BBC Hindi programmes in text and in audio at the 24/7 site


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 140 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.



Category: World Service

Date: 08.04.2005
Printable version


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