MUMBAI: The BBC's attempt to create further awareness about its radio service in Pakistan has paid off. Around 10,000 people took part in the BBC Urdu service's month-long audience campaign across Pakistan.
Its campaign BBC Sangat… Kahain Aap Sunain Hum (You Say, We Listen) covered thousands of kilometres to meet the Pakistani audiences face-to-face, engaging people from local communities in discussions on the issues affecting their lives.
The events held in Baluchistan, Sindh, Punjab, Kashmir, North-West Frontier Province and Northern Areas were broadcast daily on the BBC Urdu service's popular programme, Sairbeen, and featured online on the world's leading Urdu-language site, bbcurdu.com.
BBC Urdu acting head Waheed Mirza said, "It was a great learning opportunity for our programme-makers, as they came face to face with people who listen to our output. It was also heartening to learn about the many ways the BBC touches upon its audiences - and the importance they attach to how we report news."
People travelled hundreds of miles to meet their favourite presenters and share their views. BBC Urdu Radio editor Shahzeb Jillani says that meeting them was exhilarating. "These people humbled us with their enthusiasm, their respect for the BBC brand and their appreciation of the quality of broadcasting we provide.
"The campaign also enabled us for the first time to meet our new listeners: people in their early-to-mid twenties. Many of them are university students: serious, well-informed, curious about the world, and looking to us to widen their knowledge and enhance their aspirations."
BBC Urdu broadcasts three times a day. Its flagship programme Sairbeen which airs everyday provides news and current affairs. Jahanuma, which starts at 6.30 am, is a 30-minute daily breakfast programme which sets the day’s news agenda. At the end of the day there is Shabnama. This half an hour show provides a round-up of the main events starting at 10.30 PM In addition, BBC Urdu brings listeners weekly magazine features on sports, science and economy that can also be accessed through www.bbcurdu.com.
