BBC takes on two agencies for push in Eastern Europe

Prague: BBC Prime, the BBC’s 24-hour international educational and entertainment cable TV service, has hired PR shops in the Czech Republic and Hungary as it expands into Eastern Europe.

GCI Praha – the sixth largest agency in the Czech Republic – will handle Czech PR after a five-way pitch, while MMD in Hungary won the brief after a four-way pitch.

GCI managing director Radek Vitek and MMD general manager Chris Dobson, will both report to BBC Worldwide head of press and PR Walter Hellebrand, who is based at BBC HQ in London.

‘The brief is to build the corporate profile of BBC Prime, and to raise awareness of the channel’s variety of entertainment, as well as its educational benefits,’ said Hellebrand.

Hellebrand said the drive mirrors the success BBC Prime has had in developing Scandinavian, South African, Israeli and Middle Eastern markets.

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