To celebrate the 40th anniversary of APEX EXPO this year, APEX Media is looking back at its members’ most significant achievements. Today, we hear how joining APEX provided a gateway for BBC Radio International into a new market.
Although the BBC is one of the largest and most listened to radio broadcasters in the world, its audio licensing arm, BBC Radio International, is a relatively new entrant to the in-flight entertainment (IFE) industry.
BBC Radio International joined APEX in 2016 and attended its first APEX MultiMedia Market in Amsterdam the same year. There, its team made contact with a range of content service providers and airlines, including Qatar Airways, which became a client, signing up for iconic BBC audio content such as Desert Island Discs and BBC Proms.
In 2017, Qatar Airways was nominated for an APEX Award in the “Best Original Audio” category, specifically for incorporating and promoting BBC Radio International on ORYX ONE, its in-flight entertainment system. “BBC Radio International was heralded as a partner to be valued, with content to be proud of,” commented Larissa Abid, senior business development manager, BBC Radio International.
“Recognition of the value of our audio offering has continued to grow within the IFE industry.” – Larissa Abid, BBC Radio International
Abid continued, “Over the last three years, recognition of the value of our audio offering has continued to grow within the IFE industry, with airlines and CSPs now actively looking to BBC Radio International to find engaging, rights-cleared audio content that fits their passengers’ needs and gives audiences audio programs they love, wherever they are.”
BBC Radio International now works with several airlines, including British Airways, Lufthansa, Singapore Airlines, Cathay Pacific, Air New Zealand, South African Airways and Turkish Airlines, which each have a selection of episodes of Desert Island Discs in addition to other BBC content. “Following on from the APEX MultiMedia Market event in Dublin this year, we are in the process of negotiating deals with a few more airlines,” Abid said. “We look forward to working with APEX in the years to come.”
See more posts from the 40 Success Stories campaign.