The year 2011 has been quite action-packed for the factual entertainment genre in the Indian television space. The latest action just before the year-end has come from National Geographic Channel (NGC). The channel has been re-launched in India as part of global re-launches being organised in stages in different countries. NGC has donned a completely new look with fresh content, excitingly new on-air packaging and a new positioning ‘This is who we are’. The new tagline symbolises the values and a personality, which is thrilling and exciting.
Talking to exchange4media on the reasons for undergoing a change, Debarpita Banerjee, Vice President, Marketing, Fox International Channels, said “Though it sounds clichéd, it is a fact that Change is the only constant and it was the right time for us to re-launch and re-invent ourselves and give our viewers something new. We have retained our core strength that stretches people’s imagination but redone the feel of the channel which is all about today, right now, the rush; a feel that you would feel is talking to you.”
The re-launch will see National Geographic with new Idents, Music, On- Air packaging and an amazing line up in the prime time slot. Each month would have a specific flavour of its own for e.g. Deadly December will have an entire line up of programs showcasing deadliest encounters. Evening Prime Time slot will have Deadliest of the Wild at 8:30, The best of the Deadliest Ever at 9:30 and The Deadly Premieres at 10:30. A New series called The Indestructibles has also begun which will bring to you people who have faced mind numbing crashes and are still alive.
The new look of the channel is being promoted on Television and Outdoors with Star Network lending a full support. The idea is to retain core watchers but also add the young TG through an all new dynamic line up.
It is learnt that this re-launch is one of the biggest by National Geographic ever. The activity is being carried out in other markets as well simultaneously but not at the same time. While the Intention and overall positioning of the channel will remain the same, each market will have its own execution. The activities for India re-launch have been executed here itself.
Indian market has seen lot of action in this genre in the last few months. Commenting on the reason behind the re-launch now, Debarpita said, “We have never been reactive to anything. We had been planning this for many years. It’s a long process. This was the right time as everything fell into place together – the product and the packaging. We are ushering in a new year with a new feel.”
For the record, National Geographic has Grey Worldwide as its creative partner, while Mindshare looks after its media duties.