World Books day?

On the Culture Show last night there was a piece about something called World Books Day which will happen in the spring. I listened with puzzlement. What on earth has been dreamt up here? Who by? Twenty five extremely well known books and authors are going to get huge promotion. What's the point of that? If it's the print publishers' wheeze to get new readers, why are they funding an enterprise that doesn't extend the range of available reading material? Let's get new readers by offering entirely new fiction - that is, all the quality fiction that traditional publishers say they cannot afford to take on. Brand new ebooks are the answer!