In a bid to further strengthen its brand presence in India, the NGC Network is introducing four new channels in India – Nat Geo Wild, Nat Geo Adventure, Nat Geo Music and Nat Geo HD. NGC plans to launch these channels within two weeks of getting the license from the Information & Broadcasting Ministry. Meanwhile, the Nat Geo Channel has been present in India for 11 years now.
Making the announcements on May 21, Sydney Suissa, Executive Vice President – Content, NGCI, said, “The four new Nat Geo Channels that we plan to launch in India have already proven to be very popular in countries where they are currently available. Nat Geo Music, Nat Geo Wild, Nat Geo Adventure and Nat Geo HD allow us to expand our commitment to quality programming and to create specialist channels in genres which are at the very heart of the National Geographic brand.”
Suissa further said, “We decided to launch these channels in India as they are popular channels worldwide and also allow us to expand our brand in the country. We are targeting the younger audience because India is a youthful country. The global target audience for these channels is 35 years old, but for India our target audience in India is the 15-34 age group. The programming on these new channels would capture the attention of the younger audiences eager to stretch the boundaries of their knowledge about the world they live in.”
Nikhil Mirchandani, Managing Director – South Asia, National Geographic Channel, said, “We believe the combination of our core channel along with the new Nat Geo Wild, Nat Geo Music, Nat Geo Adventure and Nat Geo HD channels provide the best possible mix of programming for our viewers and our partners. The core channel will continue to expand its successful contemporary science, technology and exploration strands and will be clearly differentiated from the specialist Nat Geo Channels. We are well known for our commitment to compelling programming across genres and we feel that this is the right time to launch new channels that will cater to the growing public appetite for high quality television viewing.”
The company’s plans to launch the new Nat Geo channels are in alignment with the NGC Network’s strategy to offer its viewers a compelling offering on the DTH platform. As the broadcast environment evolves in the country, viewers would be looking for a bouquet of television offering that is suitable and rewarding for the entire family.
Mirchandani added, “Each channel will have its own culture, content and target audience. The Nat Geo HD visual and audio experiences would be appealing. The content would be HD enabled. Viewers need to have high definition sets to view this channel. 90 per cent of the production works that we do are high definition in nature. Regarding the music channel, we are using music as the vehicle of culture and giving voice to local artistes around the world.”
Nat Geo Wild is totally dedicated to the natural home of wildlife. Nat Geo Adventure is about adventure and exploration with the signature themes of National Geographic. Nat Geo Music is a world of music with the celebration of culture and for those who love music. Nat Geo HD is about seeing, hearing and absorbing a clearer and more colourful new world.
Regarding promotional activities, he said, “We have an in-house creative team who does the advertising promos in Rome. We haven’t appointed any advertising agency in India. We have no marketing and advertising spends in mind yet.” The company will promote these new channels through multiple platforms like cable, IPTV, DTH. The two modes of advertising streams are revenue and subscription.
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