MUMBAI: BBC World Service has announced the re-launch of the BBC Hindi mobile website, bbchindi.com, in Responsive Design - technology that tests mobile users’ screen sizes to ensure they are given the most optimised version for their device.  

The bbchindi.com news content is already available via BBC Hindi apps developed for Android smartphones and Nokia’s Series 40 devices. The roll-out of responsive technology on bbchindi.com is part of the BBC’s commitment to engaging with mobile audiences.  With the launch of a “responsive” bbchindi.com mobile website, its users are now automatically routed to the mobile optimised version, thus getting the best possible user experience their device can deliver.

James Montgomery, Controller of Digital and Technology, BBC Global News, says: “The Responsive Design technology unlocks the BBC’s ability to deliver the very best mobile user experience.  It is particularly well suited for BBC World Service whose audiences use a huge variety of handset types to access our content, from newest editions of smartphones to low-tech ‘feature’ phones.”

Traffic to the bbchindi.com mobile website has risen by more than 330% in the past year.  It accounts for nearly a third of the total direct traffic to the website - up from about a fifth a year ago.

BBC Hindi Editor, Nidheesh Tyagi, says: “This is an exciting development for BBC Hindi as we work to deliver the BBC’s news and information to Hindi-speaking audiences on platforms of their choice.  It makes sure the ever-growing number of news seekers, coming to us via mobile phones, now see bbchindi.com at its best – no matter which device they are using - and get the most out of it.”

BBC World Service is working to extend the Responsive Design technology to tablet and desktop level.