BBC World News Hires BBDO for U.S. Launch

Agency Tasked With Luring Celeb-Crazed Viewers to International News

By Published on .

NEW YORK (AdAge.com) -- BBC World Limited has tapped BBDO, New York, to help launch its iconic 24-hour international news channel in the U.S. market.
BBC World News, seen in about 280 million homes globally, will be available to Cablevision's digital subscribers in the New York metropolitan area at the end of the month.
BBC World News, seen in about 280 million homes globally, will be available to Cablevision's digital subscribers in the New York metropolitan area at the end of the month.

Discovery distribution
BBC World News, seen in about 280 million homes globally, will be available to Cablevision's digital subscribers in the New York metropolitan area at the end of the month. The Cablevision agreement is the first carriage deal for the network. In January, Discovery Communications agreed to distribute the network.

Omnicom Group's BBDO, whose London office also works with the BBC, will be charged with helping create demand for international news in a market generally believed to be more hungry for news of TomKat than goings on in, say, Sri Lanka.

Research cited
"Our research shows that there's an increasing demand from U.S. viewers for an international news agenda and our unique news service will offer them an impartial, global perspective on world events," Seema Kotecha, head of marketing for BBC World, said in a statement.

The efforts will initially involve out-of-home ads, with work expected to break in the New York area in early June. BBC World has also hired Weber Shandwick, part of Interpublic Group of Cos., for public relations and WPP Group's Mediaedge:cia for media planning and buying.
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