This is BBC India Hour

The British Broadcasting Corporation BBC has decided that it's time to increase its Indian empire. Aimed at colonising a wider audience...

The British Broadcasting Corporation BBC has decided that it8217;s time to increase its Indian empire. Aimed at colonising a wider audience, the BBC has introduced an Indian programme every night of the week, between 10 p.m. and 11 p.m.

What started with a trickle has now became a downpour, with more big names of Indian television being roped in for producing the programmes. Siddhartha Basu and the Alva brothers join Prannoy Roy and UTV to bring BBC nearer to the Indian masses. The idea is to make its content more relevant, closer to home. Series like the recently telecast Dynasty were also part of the same endeavour.

So, there are some mind-benders and joy rides, with dollops of fashion thrown in to keep the viewer glued to the channel. Or so it hopes. The aim of the entire concept is to 8220;entertain adults8221; and give them something to think about.

8220;Evening prime time is when the remote is rarely in the parents8217; hand,8221; explains a BBC official. 8220;It is only once the kids are in bed that the parents get a real chance to see what they want on television. We are catering to that need and accordingly our programmes are packaged for them primarily.8221;

The BBC India slot kicks off with Style every Monday. Along with IBR Midweek and Question Time India, it forms the old guard of programmes which have been on air for a while and is a showcase of trends and fashions in India. There8217;s also the consumer programme, Money wise which started a short while ago.

The new programmes are Wheels and Mastermind India.

Come Tuesday and the Alva brothers Living on the Edge are ready with an ride on the fast track. Interestingly packaged, complete with a witty script and innovative aspects of the motoring world, Wheels goes beyond the mechanics of a vehicle. Checking out a car in the deserts of Rajasthan, Niret Alva finds time to dress up in the traditional costume, give the villagers a ride and give the viewer a glimpse of life in the desert.

Of course, the programme also gives you essential information such as the traffic situation in the country and whether the latest models in the market can take the rough of Indian roads.

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If it8217;s Wednesday, it8217;s brain-storming on BBC. Mastermind India tests the IQ level of its participants. Modelled on the British version of the show, it has India8217;s most tele-popular quiz master, Siddharth Basu, popping the questions. He sits regally on a chair with the questions as the participants solemnly provide answers. There is a great deal you don8217;t know and some you wouldn8217;t want to 8212; some of it will even amaze you. Still, it requires a little concentration so keep your grey cells active.

BBC has been kind enough to give the viewer a break on the weekend. After fashion, cars, business, consumer affairs and politics, the channel hopes that the viewer who tunes into this India-specific slot will be grateful for some 8220;intelligent programming8221;. Well, you decide.