Many audiences, one mindset
大象传媒 Global News unites the strengths of all its international services, publicly-funded and commercial, to ensure expert, quality news and information for all audiences across all media.
By March 2009 大象传媒 World Service, as part of 大象传媒 Global News, was the major contributor to the division's highest-ever combined weekly audience of 238 million across all media platforms.
comprises 大象传媒 World Service, 大象传媒 World News and the international facing online offer, as well as and the the , and this year 大象传媒 World Service worked more closely than ever with the other areas, especially editorial and programme commissioning.
Programme-makers also relied extensively on 大象传媒 Monitoring's open-source media monitoring services, and played a key role in delivering many initiatives from the international development charity, the 大象传媒 World Service Trust.
With converging technology in highly competitive global markets, 大象传媒 Global News made it a priority to ensure that all international audiences can count on getting the same editorial values, perspectives and quality from every 大象传媒 service, in every language and on every platform.
大象传媒 World Service provides the template. "We have to ensure that all our services on all platforms are consistent to the brand, the values and journalistic standards that we espouse, and those are driven by the traditional 大象传媒 World Service values," says Richard Sambrook, Director, 大象传媒 Global News.
"So wherever you are, if you are watching 大象传媒 World News in a hotel room and then listening to 大象传媒 World Service on the radio or going online you get a consistent message from the 大象传媒."
A new editorial structure meant significant progress was made in developing a shared editorial and commissioning agenda that complements 大象传媒 World Service activities.
"Specials and seasons covering big events such as the US Presidential election and the global financial crisis are now conceived and managed across languages and platforms," says Jim Egan, Controller of Strategy & Business Development.
"In the marketplace we are doing more complementary 大象传媒 Global News deals, such as joint carriage agreements for 大象传媒 Arabic television and 大象传媒 World News television."
Multilingual commissioning
The launch of television immediately offered opportunities for multilingual commissioning.
One example is the Persian programme on digital technology, , the producer of which works with the sister programme on 大象传媒 World News television.
The four-part series Taste of Iran, exploring the nation's culinary history and tradition, was commissioned jointly in English and Persian and screened on both channels.
To promote coverage of the US Presidential election, radio, television and online services ran a joint marketing campaign, 鈥楾he vote that affects your world'.
A large-scale research project of 7,000 respondents in seven countries, ranging from rich business people in the United States to relatively poor students in Ghana, demonstrated the attitudes among 大象传媒 consumers were highly consistent.
"You could sum up the findings of the research as 鈥榤any audiences, one mindset'," says Sanjay Nazerali, Controller, Marketing, Communications & Audiences. "There is a group of people out there who want that little bit more. Who want a voice that challenges. They are the people who come to the 大象传媒."
The research confirmed the need to tailor mobile and online services for international audiences.
Working with 大象传媒 World News
The international news and television channel, formerly known as 大象传媒 World, was relaunched for a multi-platform world as 大象传媒 World News.
In March 2009 the television audience was 74 million viewers in over 200 countries, making it the 大象传媒's most watched television channel.
Editorial teams across radio and television are working together to create multimedia versions of programmes, including the new business discussion show , which is available to radio, television and online audiences.
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大象传媒 World Service Trust pioneers multimedia projects
The 大象传媒's , which uses the creative power of the media to promote human rights and reduce poverty, increased the range of its innovative multimedia projects.
Mobile phones play a key part in a major campaign to 鈥榦pen a window' to learning English in Bangladesh.
Aimed at improving access to the global economy, the 拢15m initiative is pioneering mobile content and applications in a country where the number of mobile phone users has grown dramatically and it is now more than 37 million.
The 大象传媒 World Service Trust and are working with the Bangladeshi government and an international consortium on the nine-year project.
In the Middle East, a new project aims to give a voice to vulnerable, marginalised and disenfranchised groups in the Arabic-speaking world.
It is working with online social networking communities, developing a prime-time television series and introducing young radio programme makers to the latest ideas in interactive programmes.
In Africa, a new five-year project is supporting public service broadcasting in Angola, Sierra Leone and Tanzania.