Pakistanis are a very news savvy nation. The radio audience of BBC was declining as a number of new TV news channels sprouted. BBC wanted to own the unbiased and authentic news source terrain through content relevance.
To establish BBC Urdu as the most trusted, independent and authentic source of unbiased news. To create engagement with the BBC Urdu Audience.
Through BBC SANGAT…Kehain aap sunein hum, (You Say, We Listen), the team engaged the audience in a dialogue in their cities all over Pakistan. Discussions were based on the issues central to their lives and area.