If you have a perception about National Geographic as just a channel about places, people and wildlife, then you need to think again. Without really meddling the core DNA of the channel, which is to provide wholesome information, the channel is experimenting with the look and feel by adding the contemporary touch. Guy Slattery, Senior VP, Creative and Marketing, NGC, said, "The television landscape is dynamic and to be relevant it is essential to change with the time."
The new global positioning with the tag line "Think Again" has been rolled out global markets including North Europe, Latin America and parts of Asia, and the results have been fruitful. The positioning ensures that NGC maintains its core values but at the same time takes on a new image. Dilshad Master, Senior VP Content and Programming, said, "This is an effort to move away from the serious image to a more contemporary channel. The programmes are going to relevant, resonant and relatable. There is a new feel in the form of graphics, imagery and in-house promos along with the touch of humour."
The channel is going to showcase new programming like Nat Geo Ivestigates, In the Womb, Ultimate Survivor and new episodes of Megastructures, Frontlines of Construction, ShowReal Asia and Taboo. The channel is also premiering "Deep Jungle Week" which examines how new technology and scientific ingenuity is revealing secrets of the world's endangered species.
This is not it. For all those who enjoy the India-specific shows, there is a whole lot of programming that is lined up. Asked if there are commissioned documentaries, Master assured, "Lots of them." She said, "We have a lot of projects from Indian production houses but all of them are at the commissioning stages."
Master, however, added that there will no skew towards India-specific programmes. She said, "We conducted a focus group discussion which clearly indicated that people want to se more of international programmes and not just India-specific shows."
Interestingly, the new positioning is also the means to drive in more revenues for the channel. Nikhil Mirchandani, Head of Advertising Sales, said, "Last year, the channel grew from 50 advertisers to 140, and this fiscal the channel is targeting 200 per cent growth with the new positioning. The challenge for the channel is to really retain the advertisers who sampled the channel with us for the same time. The new positioning would only enhance this objective further."
Effective from April, the channel will get its new avatar and is all geared up to make their viewers and advertisers to 'think again'.