The agency, which has previously worked for MTV, the Sci-fi Channel and Channel Four, will conduct a multi-country brand and marketing research project for BBC World. It will develop brand insights into the international news channel markets in France, Germany, Hong Kong, India and Singapore.
Both quantative and qualitative research will take place over the next three months.
BBC World, which is available in 267 million homes worldwide, wants to find out what its audience is really like, to discover the role of news in these viewers' lives and how they choose a news channel, and examine current attitudes toward BBC World.
The channel was launched in its present format in 1995 and is operated by BBC World Ltd, part of the BBC's commercial arm. It is funded by advertising and subscription, and competes with other 24-hour channels such as CNN and Sky News.
Jeremy Nye, head of research at BBC World, said: "BBC World has enjoyed spectacular growth in audience and reputation in recent years. We're now looking to gain greater insight into the attitudes and motivations of our viewers in our key regions of Europe and Asia."
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