MUMBAI: BBC Showcase which claims to be the world's largest television programme market hosted by a single broadcaster, will play host to a record 480 of the world's top TV programme buying executives. This number represents a 10 per cent increase on last year's attendance.

Buyers will come from countries such as India, Chile, japan, Thailand, US, Australia. Now in its 28th year, the four-day event gets underway at the Brighton Centre on 22 February. The market is expected to generate sales in the region of ?50 million for BBC Worldwide. In all over 100 broadcasters in over 80 countries will be represented.

BBC Worldwide CEO Rupert Gavin had the following remarks to make the market. "This year's record-breaking attendance figure illustrates the continued support of our broadcasting partners around the world, the magnitude of the BBC brand, and the importance the market has in the international TV calendar. The BBC is unique in that it's the only broadcaster capable of providing such variety and quality of programming."

BBC Worldwide will unveil more than 600 hours of BBC programming at the market, from across the BBC's drama, entertainment, comedy, factual children's and music genres. Programmes include Hustle,Nighty Night, Shoebox Zoo, D-Day, Walking with Spacemen, The Divine Michelangelo and Animal Games. In india viewers can catch Walking With Dinosaurs on Pogo.