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NGC to adopt unique integrated approach to reach out to Indian viewers

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NGC to adopt unique integrated approach to reach out to Indian viewers

In a conference it held yesterday, National Geographic Channel (NGC) announced ‘NGC Way of Life’- a programme that aims to make NGC and the spirit of exploration and adventure a way of life for Indians across the country.

Says Zubin Gandevia, MD, NGC, “The NGC Way of Life will reach out to the Indian viewer through a unique integrated approach that is on-air, on-ground and online”.

On air, NGC is in the process of launching four genres of programming that capture the spirit of exploration and adventure. The genres are further divided into programming on Science and Technology, Wild, People and places and exploration and adventure.

Says Dilshad Master, Sr.VP-Content and Communication, NGC, “ We have kicked off a strong advertising campaign and put in place an aggressive marketing and distribution strategy to support these genres.”

The channel has allocated a budget of Rs 7 crores towards the marketing strategy for this financial year (July02-June03), out of which Rs 5 crores is devoted towards advertising.

The on ground activities are at two levels. At the first level, the channel will promote people who display the spirit of exploration and adventure across the four genres namely Science and Technology, Wild, People and Places and Exploration and Adventure. At the second level, NGC has tied up with ‘like-minded associations’ who are driven by the spirit of adventure and exploration. Two of the associations are Bombay Natural History Society and the Indian Mountaineering Federation.

Comments Gandevia, “It’s not the content that needs to be local, it’s the presentation that needs to be local. This is the reason we are trying to put in a touch of localization.”

Online the channel intends to create a club. The site will compliment NGC experience and will have links to sites of associations and NGC adventurers.

Giving an extension to the on ground activities, NGC will launch a new 13 episode programme- ‘Truth Files’ in October. The programme will be focused on the explorers from all over the world, giving an insight into what it takes to be an explorer.

NGC will also launch a two-hour live exploration programme- ‘Egypt Secret Chambers Reveled’. The programme will shoot off on the 17th of September 2002. With ‘NGC Way of Life’, the channel aims to reach 5 million Indians and to increase the viewership by 35% in next three years.


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