MUMBAI: Established much before India’s Independence, BBC Tamil has catered to Tamil speaking audiences around the world for decades. Day-after- day, the service is building its credibility among its audiences with content that is relevant for Tamilians. Over the years, it has also strengthened itself in terms of technology.

BBC Tamil had recently introduced a 15-part weekly radio series which is exploring different angles of Tamil Comedy film. The show started on 30 March and is available on various platforms.

BBC Tamil Editor Thirumalai Manivannan speaks with Radioandmusic.com’s Jescilia Karayamparambil about the show and other plans of BBC Tamil.

What was the intention behind having a programme like this?

The BBC Tamil offer predominantly consists of news and current-affairs content, especially on radio. So, our output is always described as “serious” by our audiences. This is despite the fact that we offer regular stories touching upon various aspects of life, from culture and arts to lifestyle. Cinema makes up an important part of this non-hard-news content on BBC Tamil, as we recognise its huge influence as a mass-cultural phenomenon. But being a global news broadcaster, BBC would like to do it differently. We take a slightly deeper look at these topics. The series on Tamil film comedy is one such project. Tamil comedy has had a long and rich tradition. We would like to delve deep into its past and bring out what makes it tick.

How well do such programmes work?

We have broadcasted at least three cinema-related series in the past decade, plus a series that looked at the Tamil theatre (drama) and one on Tamil classical music. Judging by the feedback, our audiences have appreciated these programmes, seeing them as different from the content they get from the local channels and FM stations. The series on Tamil film music a few years ago was a runaway hit. We started out with a plan to do a 12-part series - but the demand from the audiences (and also the material our producer had created) was so great we ended up producing 75 episodes.

What portion of the series will be converted into a news-piece on the website?

The series will be available via our website bbctamil.com. The full audio of each episode is accompanied by a brief summary in text.

It is also available on radio and as a podcast version. Audiences can also access the series audio on social media platforms - Facebook, Twitter and Googleplus.

What are the challenges of online space and the radio space?

Our radio output is on air only for half an hour every day. Online has no such space restriction but this does not mean the online version can be long. The length is generally determined on the merits of the subject we cover, how far it will interest the audiences on any given platform etc. Usually, for radio we may run a long package for up to 7-8 minutes. For a ‘light series’ like this, we can allow a minute or two more.

Where does most of your traffic come from?

We have most of our audiences in Sri Lanka and Tamil Nadu, in addition to other parts of the world where there is a sizeable Tamil diaspora. While in Sri Lanka the radio is still a strong platform, in Tamil Nadu and other parts of the world, such as Western Europe and North America, audiences increasingly come to us via online and social media.

How much traffic does the site draw after having a mobile version?

The mobile version of bbctamil.com has been re-launched recently in the Responsive Design technology which tests mobile users’ screen sizes to ensure they are given the most optimised version for their mobile phone. Mobile audiences are an important part of our listenership, and thanks to this development, users coming to us via mobile phones can now see our website at its best – no matter which device they are using. This should certainly further extend our user-base in the region and around the world.

Which programmes on radio have been working and are appreciated by Tamil- speaking audiences?

Global news is our strongest draw. We have the advantage of being part of a true global leader in the business, the BBC, which means we can leverage upon its newsgathering network in all parts of the world. Regionally, audiences also like to come to us to verify news relating to Sri Lanka. Generally the news relating to the situation in Sri Lanka, even after the end of the war, is a strong draw among Tamil-speaking audiences. Science and sports stories are also generally very popular with the audiences.

What kind of content appeals to your target audiences?

It is really difficult to define; sometimes the appeal of content is determined by what happens within a particular period of time. But generally a well-balanced mix of global and regional news content, delivered with accuracy, impartiality and objectivity – which is what the BBC is all about - is what audiences expect from us.

What is the team strength of the Tamil Services?

We have a small team of journalists working in London. They are an excellent mix of multimedia talent, with knowledge and expertise of the region for which we cover the world – and which we bring to the rest of the world with our reports and analysis.

What are the other series you are working on?

We are now planning to do a series on the problems faced by the elderly in India. Plans are also in place for a radio documentary series on women’s participation in public life in India.