BBC World News comes to America…
The New York Times’ Stuart Elliot writes about the BBC World News as one example of British Media trying to make inroads in the U.S.
The campaign for BBC World News, carrying themes like “News beyond your borders,” portrays the network as providing coverage that is impartial and objective, enabling viewers, as several ads declare, to “see both sides of the story.”
In other words, “Fair and balanced,” but for real.
“In some ways the electorate is saying it’s tired of partisanship in Washington, so conceptually there is an opportunity for a new voice to enter the cable news arena that is less polarizing,” said Ed Keller, chief executive at the Keller Fay Group, an agency in New Brunswick, N.J., that specializes in word-of-mouth marketing. He likened BBC World News’ chances of drawing viewers to the ability of a third-party candidate for president “to make waves” in 2008.
