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

11-January-2006
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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.

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