I Want My BBC World!

It's always been difficult to find international news here in the U.S. -- save a few BBC bulletins on PBS or BBC America, or the BBC World Service on a handful of public radio stations overnight.

Not too long ago, at least cable and satellite viewers had two more options: Newsworld International, which broadcast news from Canada (where the channel launched), the UK and other spots; and CNN International, which aired at nights and over the weekend on CNN's CNNFN business channel.

But then CNN shut down CNNFN -- and with it, CNN International's U.S. feed. And Al Gore and his investors bought Newsworld International and turned it into Current.

Meanwhile, anyone who ever goes overseas notices that BBC World is available on TVs just about everywhere. Except here in the States. DirecTV and the cable companies have expressed no interest in carrying it -- no interest among American audiences for international news, they say -- but at least the BBC is starting to push harder for distribution here.

The website Demand BBC has launched, in order to bring attention to the channel and perhaps collect enough names that the cable and satellite operators have to pay attention.

The Britcaster is also installing pop art around the country (including Los Angeles), hoping to stir up more interest, as the Los Angeles Times recently wrote:

Los Angeles is one of the main targets of BBC World's marketing campaign, which is employing novel tactics to capture the public's attention. Beginning today, Angelenos will find more than 200 oversized puzzle pieces in the shape of countries like Iran, China and Sudan propped up in high-traffic areas around the city.

Emblazoned on each is the message: "See the world you've been missing. For unbiased global news, demandbbc.com."

The same tagline is affixed to the wall of a building in downtown L.A., along with a provocative mural that depicts a recent riot in Russia, formed out of television cable. And similar missives will be found on country-shaped magnets left in coffeehouses and other locations with WiFi access to drive viewers to the Demand BBC website. Once online, they can submit their names and their cable or satellite providers.

BBC World is launching a U.S.-based newscast later this year (produced by former CBS News producer Rome Hartman); it will air on BBC America here in the U.S. at 7 p.m. (ET) nightly. Unfortunately for us on the West Coast, we're still penalized: That's 4 p.m. Pacific.