Category: World Service
Date: 14.11.2005
Printable version
The BBC is revisiting India's heartland to talk to its listeners and encourage even more people to participate in its programmes.
From Tuesday 15 November, the BBC Hindi service's interactive campaign My world, my voice will visit 60 locations across the state of Bihar, from Sugauli to Kishanganj, asking people what they think about the BBC Hindi output and inviting them to engage with its programmes.
My world, my voice will reach thousands of residents of Bihar as it covers hundreds of kilometres, visiting two locations each day, coming to markets and other meeting places in rural towns across the state.
Quizzes conducted from the BBC stand will generate more interest in the BBC Hindi output, especially its flagship morning and evening news and current affairs programmes, Aaj Ke Din and Aajkal.
Local residents will be encouraged to test their knowledge of both current affairs and BBC Hindi programmes, presenters and guest speakers - and win prizes.
My world, my voice has been timed to coincide with General Election to India's Legislative Assemblies to highlight the relevance of the BBC Hindi output to those in Bihar who are interested in the global perspective of the daily news.
The timing will also offer opportunities to meet with BBC reporters in the area covering the elections.
Head of BBC Hindi, Achala Sharma, sees the campaign as a way to connect with the BBC's core audiences in India: "Listening to audiences is central to BBC Hindi programming, and to reach out for our most remote audiences and to engage with them face to face, we have had several road-shows in India over the past two years.
"We have covered thousands of kilometres, talking directly to thousands of listeners, discussing issues important to them, encouraging their direct participation and, most of all, listening to them.
"My world, my voice is in the same spirit as it will tour Bihar to remind our audience - those in small towns and village haats - about our vibrant programmes, and to engage them in dialogue about the programmes which are for them and about them."
For the first time, the BBC has teamed up with India's Post Office whose branches across Bihar will sell special My world, my voice meghdoots - postcards.
Feedback forms addressed to the BBC will be distributed at the events, inviting residents of Bihar to share their views of the BBC Hindi programmes.
Alongside main, interactive activity, the My world, my voice campaign incorporates an outdoor communications element, with colourful hoardings and wall-paintings featuring people and images from rural India.
Controller of BBC World Service Marketing Communications & Audiences, Alan Booth, says the Bihar campaign will show the BBC Hindi service as contemporary, relevant and inspiring.
He says: "Our previous campaigns in Northern India have demonstrated the effectiveness of this form of interaction as they helped increase our Hindi listenership by 4.3 million.
"We want to keep the momentum of this success and continue to encourage active listening among potential audiences in India's 'Hindi belt'."
Notes to Editors
BBC World Service is an international radio and online broadcaster delivering programmes and services in 43 languages.
It uses multiple platforms to reach 149 million listeners globally, including SW, AM, FM, digital satellite and cable channels.
It has more than 2,000 partner radio stations which take BBC content, and numerous partnerships supplying content to mobile phones.
Its international online sites, which include audio and visual content and offer users opportunities to interact directly with world events, receive more than 330 million page impressions a month.
BBC Hindi programmes are produced from studios in London and New Delhi and are set in a rolling format, with news, current affairs and features.
The interactive morning and evening programmes, Aaj Ke Din and Aaj Kal, bring the BBC Hindi listeners news, analysis and interviews on a range of issues, from current affairs and careers to showbiz and sports.
BBC Hindi is available on shortwave 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 www.bbchindi.com.
