According to a statement issued in London by BBC World managing director Patrick Cross, the new schedule will enhance the 24-hour international news and information channel's appeal to both audiences and advertisers. "The move is aimed at capturing more of the growing international news market." A new set and graphics, utilising warm red and cream colours and contemporary music will reinforce BBC World's image as a modern, innovative and accessible broadcaster, the company added.

Among the new set of programmes to be launched in April includes Click Online which will bring the latest on Internet, new media and related electronic and technical advances, including e-commerce. Australia Direct is other fortnightly programme to be introduced next month.

There will be some change in the programming schedule for India, BBC India officials said. BBC World regional director Asia (air time sales) Sunita Rajan, based in Singapore, told The Financial Express that the new-look will be sharper and more vibrant. The programming schedule will be tighter, which will help advertisers focus their spend better. "We have customised the time band and kept in mind appointment viewing for business and sports programmes in late evening," Rajan added.

The company will simultaneously unveil a new advertising campaign internationally.