BBC reveals ‘tri-media plans’ for the year ahead

Singapore - BBC World News is looking to position itself as a "tri-media news service" delivering news across TV, online and mobile platforms, according to editorial director Sian Kevill.

Speaking at a press event today (13 May) Kevill said these platforms would be a key growth area for BBC World News following the recent rebranding of BBC World to BBC World News.

BBC said the name stems audience research revealing BBC World News to be more effective in conveying the service's content which over years has moved towards its current focus of news and programming.

"Clear, unfussy, direct and fresh," Neil Caldicott, CD for BBC Global News said about the refreshed identity.

A global TV, print and online campaign, ‘The Power Of Questions', is expected to roll out in the coming months to reinforce the relationship between BBC World News and its audience.

But not all BBC World News audiences agreed completely with the change in brand name. At the time of the rebranding, CEO for BrandHub, Shauna Li Roolvink - who gets her news from bbcnews.com (news.bbc.co.uk) - told Marketing that the newly refreshed BBC World News channel would enjoy synergy with the website if it was just called BBC News.

Editorially, the BBC will launch, in July, a new World News Today programme which targets the East Asia evening-peak audiences while, in May, BBC will launch World News Today - Business Edition which will carry live reports from London, New York and Singapore.

BBC World News said it had experienced a 25% increase in Asian audiences over the past five years.