BBC World has emerged as the most-watched channel in a decision makers' survey conducted by market research firm ORG-Marg for the news and information channel. The research sample covered 1,030 executives designated as general managers and above in private companies, public sector organisations and financial firms. 

51.7 per cent of those surveyed said that they had watched BBC World yesterday, 73 per cent said that they had tuned into it the past week and 79.3 per cent said that they switched it on in the past month. As compared to this Star News was watched by 71 per cent in the previous week, Star Plus by 65 per cent and CNN by 52 per cent. Discovery, Sony, Zee TV, DD1 were watched by less than 50 per cent of them in the previous week.

BBC World had commissioned a similar survey in 1997 and it has retained its audience since then among decision makers even in 2000. Star Plus has lost two points dropping from 67 per cent to 65 per cent, DD I from 62 per cent to 42 per cent, Zee TV from 58 per cent to 45 per cent. 

Additionally, the survey revealed that nine out of every 10 CEOs said that they prefer BBC World to any other channel. Almost a similar number of CEOs said that they preferred Star News. 

With convincing research like this, BBC World should have no problems finding sponsors and advertisers for its India specific programming. Or should it? Watch this space.