Top Story

e4m_logo.png

Home >> Media - TV >> Article

Animal Planet introduces time band strategy, India-centric weekly slot

11-January-2006
Font Size   16
Share
Animal Planet introduces time band strategy, India-centric weekly slot

After Discovery Travel & Living, it is time for Animal Planet to concentrate on appointment viewing. The channel has introduced a time band strategy, segmenting the programmes under four well defined and unique bands – Funzone, Safari, Masters of the Jungle and Unexplained, Unexplored.

The channel has also introduced, for the first time, an India centric one-hour weekly slot called Indian Safari on Fridays at 9 pm, which will showcase encounters with India’s wildest and rarest animals like the Bengal tiger, the Asiatic lion, etc.

Animal Planet provides an array of diverse programmes, thereby attracting viewership from across age groups, genders and geographies. To leverage this advantage and to draw higher consistency and control over viewership, all programmes in a particular time band would maintain a common attraction element, gearing the channel to target specific and relevant viewers and allowing it to build loyal viewer groups, stated a release issued by the channel.

As part of the line up, viewers can enjoy the humorous aspects of various animals on ‘Funzone’ from Monday to Friday at 8 pm. It will be followed by ‘Safari’ at 9 pm bringing forth the thrilling experiences of jungle safari.

In ‘Masters of the Jungles’ (Monday-Friday, 10 pm) viewers will get to see awe inspiring accounts of some of the most wild and daring experts like Jeff Corwin, Steve Irwin, Austin Stevens, O’Shea and Lyndal Davies with the most dangerous animals on the planet. ‘Unexplained, Unexplored’, (Monday-Friday, 11 pm) reveals the less understood and less known stories of animal behaviour.

By introducing four completely unique time bands, the channel will also be able to better communicate the diversity on the channel to viewers, both existing and potential.

Raja Balasubramanian, Brand Director, Animal Planet, said, “Animal Planet has consistently increased its viewership in the country and currently attracts more viewership than many existing international English channels like CNBC, STAR World, Zee Café, etc. Realising the channel’s untapped potential, considering its uniqueness and high brand recall in India, we will continue to customise the channel’s programming to better suit the Indian viewer.”

The programmes, which are targeted at families with young children, animal lovers and adrenaline junkies (according to Balasubramanian), will be promoted through various mass media.

Tags

Innovation and connecting with customers in all ways possible is their mantra for successful marketing communication

Bixler revealed that the likes of The Ministry of Tourism, The Art of Living and The Indian Debating Union have partnered with the festival that will be showcasing the culture and diversity of India

In conversation with exchange4media, Vighnesh Shahane, CEO, IDBI Federal Life Insurance, spoke about his vision for this new marketing initiative, how the brand’s marketing efforts through sports have helped them and his business goals for 2018

This agency was born after national brands reportedly struggled to connect with the south Indian audiences

The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch.

In an effort to make Indian roads safer for women scooter riders, leading tyre manufacturer CEAT has introduced the CEAT Safety Grip - a perfect combination of innovation and functionality

Partners with Mumbai Juniorthon as ‘Safety Travel Partner’