The BBC, the UK’s national media organization, is expanding its international presence as part of an ambitious goal to reach an audience of 500 million people by 2022, techcrunch.com reports. 

The initiative will see the BBC World Service expanded into 11 new languages — Afaan Oromo, Amharic, Gujarati, Igbo, Korean, Marathi, Pidgin, Punjabi, Telugu, Tigrinya, and Yoruba — to take it to a total of 40. The long-term plan is to create video content for all of these languages.

Beyond localizing existing content for new audiences, the World Service will also create bespoke news, radio and video programming for a number of regions, including Russia and surrounding areas in Eastern Europe, Africa, the Middle East, and Korea. A good example of this kind of expansion is Japan, where the BBC made a localized push last year.

The BBC is also investing digital mediums for its news and bulletins, such as localized websites, an increased social media presence and new TV programs for partner broadcasters. The organization is pledging to hire more journalists on the ground in some regions with the aim of creating original content, increasing analysis and its reporting to “help audiences to make sense of the world by explaining the ‘why’ as well as the ‘what’.”