Ready to deliver
Putting News First. That's what our brand campaign says. That's what we do on BBC World. Except some of our viewers need to be convinced. Which is why the latest advertising campaign - which has just gone live - continues to hammer home the theme of news as the heart of everything we do.
The campaign was first introduced about 18 months ago, in response to research which suggested some audiences were confused about the role of the channel. At the same time, the schedule was changed to increase the amount of live news and business content, and we hope that anyone watching now will be clear about our purpose (though we were pretty clear to start with!).
The brand campaign, which features stories of bravery and enterprise from BBC correspondents and crews, is designed to send out the message that we go that bit further to bring you the news; and that we don't just tell you what's happened, we tell you why. This is judged to be one of our core advantages over our international competitors; we're perceived as offering more range and depth.
The campaign has featured John Simpson's burka, Hilary Andersson's gas mask and Matthew Price's experiences from the Middle East (filmed, as it happens, in White City, but that's another story). The latest incarnation, launched this week, is an updated series of print ads. They feature artefacts from news stories - a flak jacket, amongst other examples (see some of them here) - but also have testimonials from influential viewers...
For example, Jong-Yong Yun, Vice Chairman & CEO of Samsung Electronics, is quoted as saying: "For me, where there is news there is BBC World. BBC World keeps its viewers constantly informed with fast and accurate news. It not only reports the facts however, it helps viewers better understand the issues concerned by always presenting a balanced view. This sets a great example and contributes immensely to modern journalism."
Others taking part in the campaign include Sir Martin Sorrell, CEO, WPP, Wally Olins, Chairman, Saffron Brand Consultants, David Tang Wing-Sheung OBE, Founder and Director, Shanghai Tang and Sanjiv Ahuja, CEO, Orange.
We know we have some very influential viewers on the channel - audience research in Asia, for example, shows that we are the most popular news channel among senior business figures. And being able to use them in our ads sends out a powerful message.
Of course the really tricky bit is that we have to deliver. There's no point in running an ad campaign if we don't act as we say. So as well as hoping newspaper and magazine readers around the world take notice of the messages, I'm sure that everyone involved in BBC World production is looking out for them... and living up to them.
You can find out more here.