In 2004, there was much speculation that BBC, the other English-speaking news operation that already operates a cable network in the U.S., wanted to start an American cable news channel. BBC America, its foray into the overall American cable market, whose programming includes half-hour BBC World news programs, doubled its viewership in the first seven years it was on the air,1998 to 2004. It was that reception that led to the expectation of a wholehearted BBC move into the U.S. cable news market.17 [1]

In 2005, BBC World secured a three-hour block on BBC America, replacing the half-hour reports. As Jeff Hazell, BBC World’s director of distribution and business development put it, “The U.S. is a major focus for us, and this new agreement with BBC America demonstrates BBC World News’s commitment to… audiences in the U.S. We also hope this… will help us further increase the U.S. audience’s demand for the BBC World News channel 24/7.”18 [2]

BBC would have many advantages as a new American channel. First, none of the others could compete with it in sheer newsgathering muscle. It has 41 bureaus outside the British Isles (including six in the U.S. ), while CNN has 26 non-U.S. bureaus; Fox News and MSNBC have fewer than 10 apiece.19 [3] In addition, its news style is not built on show hosts and anchors but rather on content — which would potentially distinguish it for American viewers. It uses a wheel of half-hour newscasts with traditional reported packages interwoven with half-hour feature programming rather than a continuously updated live news format. In other words, BBC could position itself as a high-end-demographic cable alternative (adding even more pressure on CNN, which has tried hard to convince advertisers that it is the elite cable news brand of choice).20 [4]

The main obstacle in BBC’s way remains getting clearances in the face of fierce competition for spots on cable system lineups, particularly from Time Warner Cable (CNN’s corporate sibling) and DirecTV (Fox News’ sibling). The process could prove daunting even despite its existing partnership with Discovery Networks. Discovery, which arranges distribution of BBC America in the U.S. , is in turn partially owned by Cox, the fourth-largest American cable provider.21 [5]