America's int'l news deficit may benefit BBC

August 01, 2007 [...] the fact is that the perceived dearth of international news and analysis on U.S. mainstream broadcasters is one of the big marketing ploys the BBC is using to create a bigger footprint in the U.S. for its global TV news. The campaign approach follows a recent research study carried out by U.S. pollster Frank Luntz for BBC World News, which outlines viewers' dissatisfaction with stateside news outlets' provision of international news and sees them as "sensationalist," "superficial" and offering only a "narrow news agenda," according to executives at "the Beeb." "There has been unparalleled interest in international news in the U.S. since 9/11, and (the) latest nationwide research results clearly show BBC World News is compulsory viewing for anyone who wants to keep on top of global news and current affairs," BBC World News CEO Richard Sambrook says.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.