BBC News 24 Launches New Brand Campaign
BBC News 24 is to launch a new branding campaign across the BBC television and radio networks the day after the anniversary of September 11th.
The 40 second film sets out to demonstrate the lengths the news service goes to in order to bring viewers the latest news and the knowledge behind the stories. Rachel Attwell, deputy head of television news, said: “The campaign is an opportunity to raise the profile of BBC News 24 amongst those who have not sampled the service yet.”
According to the BBC, continuous news channels, including BBC News 24, ITN and Sky News have collectively increased their share of viewing by 64% year on year. The terrorist attacks on September 11th were a chief factor in shaping this heightened interest in rolling news.
In the UK, as in the US, people turned to television to provide them with information. 33 million people watched BBC News 24’s coverage of the twin towers disaster and News 24 provided a 40-hour programme, that has been dubbed a “disaster marathon.”
The BBC clearly views its role in disseminating information on September 11th as a key example of it’s essential public service role. Mark Byford, director of BBC World Service and global news, said: “In the post September 11th world, I believe that with the need for open dialogue, trusted information and greater understanding, the role of the BBC World Service is greater than ever.”
A study conducted this month by The Open University into British Muslims’ reaction to the news coverage of September 11th and its aftermath revealed widespread dissatisfaction with mainstream news providers such as the BBC. Complaints included the lack of challenging debate, sensationalist reporting and anti-Arab and anti-Muslim assumptions.
BBC Worldwide: 0208 433 2000 www.beeb.com
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