BBC Earth on what it takes to resonate with Asian audiences

With a slew of digital devices set to change the way individuals consume media, broadcasters are eager to follow their audiences where they are, in an effort to maintain strong viewership.BBC Worldwide was quick to pick up on this trend and in 2009 it launched BBC Earth as part of a global strategy to diversify its offerings. The network then drummed up its marketing efforts for BBC Earth by positioning the channel as BBC Worldwide’s brand for authentic factual content spanning science, natural history, human world and outer space.Six years later, following a global refresh in 2014, the channel has finally hit Asian shores on 3 October this year.BBC worked with a New York based agency, Trollback to re-create BBC Earth's branding together with its "be here" launch campaign. The campaign was adapted for the region with the help of media agency Vizeum.In Asia, BBC Earth is available in Hong Kong, Indonesia, Malaysia, Mongolia, Singapore, South Korea, Taiwan, Thailand and Vietnam. There is also a BBC Earth block in Japan on Wowow.BBC Worldwide’s vice president general manager (SEA), Monty Ghai told Marketing that BBC Earth's launch was based on audience research along with the channel's revamped approach to media.Increasing viewership in AsiaIn a bid to attract more viewership in the region, BBC is creating more local content suited to the various markets.  For example, it has entered into co-production partnerships with the likes of NHK for Wild Japan and SMG for Coast China.“We want to offer premium programming – a line-up that is based on our research and observation that people want authentic real life experiences,” Ghai said.As such, BBC has also designed the programming around three distinct viewer need states, namely:Escape: Where the program takes audiences to somewhere “magical”.Feel: Shows that mix emotions with real life drama like Life Below Zero.Think: Thought-provoking and "big idea" programs like Human Universe.According to Ghai, the channel also adopted a fresh media approach in advance of its Asian launch: “Engaging our audience of “aspirational dads” - males aged 35-54 - demanded a dedicated digital content marketing approach.” For this reason, BBC seeded a broad range of content from science to natural history across YouTube, extended video environments, social platforms, mobile as well as SEM, in order to refresh its content calendar.Meanwhile, the interactive ad units now house a dynamic schedule linked to the channel programming, while social media channels have been utilised for exclusive, snack-able, shareable content, including sneak peaks, infographics, gifs and videos.Reinforcing its commitment to quality content, BBC has also made substantial investment into premium content including new global original commissions being developed for the brand. BBC Worldwide is now the principle co-production partner for the BBC Natural History Unit.[gallery link="file" ids="118925,118926,118927,118928,118929"]Keeping up with the changing consumer habitsBroadcasters are currently struggling to meet the consumer demand for content around the clock. When asked if TV was under threat from rising digital mediums, Ghai said that TV viewership has not decreased. Rather, the prevalence of other mediums translates to more ways and options for watching and consuming content.He explained that TV remains the dominant video platform across all demographics.Even millennials, who are purportedly the most digitally savvy, are spending 80% of their video time with TV, according to a recent study by US-based VAB called Multi-Screen Insights. However, the migration of video viewers from computer to smartphone has accelerated, with a 16% increase in smartphone video consumption and an 8% drop in consumers watching video on computers.“People move seamlessly from device to device, so we must continue to push for the necessary rights to make our content available whenever and wherever people want it."As BBC looks to increase engagement with its audiences, the channel is also pushing for more on-ground events for its consumer base. These events include Planet Earth in Concert held in Singapore last year, and the expansion of BBC’s Orbi attraction in Yokohama, adding another Japanese city in 2016.BBC is also rolling out a theatrical releases in the region following Enchanted Kingdom’s success in Japan and an expansion of the giant-screen experience in markets beyond China, Korea and Hong Kong. Plans are already in place to bring a version of Predators to Asia next year."We invite our audiences to be awestruck, be electrified, be daring, be inspired … be here," he said adding that with BBC Earth, the channel hopes to have a compelling brand that shares content and experiences with "factual lovers".