NGC goes, well, national

The India-centric programming is NGC Asia’s major initiative since the launch of Hindi blocks five months ago. The channel’s viewership growth in the last five months has been exponential because of the launch of the Hindi blocks. During this period, we got over 100 new advertisers

National Geographic Channel has kicked off a marketing blitz to promote its first major India-centric programming - A Month in India - which will premier on November 5, 2000 across 110 countries, involving over 80 million homes. Says Deborah Armstrong, vice-president, sales and marketing, National Geographic Channel Asia: "On Africa, hundreds of documentaries have been developed but the Indian subcontinent is yet to be fully explored. Our high quality programming will try and tell untold stories about India."

The India-centric programming is NGC Asia’s major initiative since the launch of Hindi blocks five months ago. At present the NGC offers 14 hours of Hindi programming. To boost the brand’s presence in India, NGC will also launch a comprehensive India-centric Website in November. NGC has already secured four sponsors, including BPL, for the six-episode series A Month In India. Says Ms Armstrong: "The channel’s viewership growth in the last five months has been exponential because of the launch of the Hindi blocks. During this period, we got over 100 new advertisers."

With a roster of over 250 advertisers, the Channel claims to be selling a majority of its prime time programming. Also, NGC’s channel reach has increased from 4 million homes in July 1998 to 8 million homes in December 1999 to 14 million homes at present. Ms Armstrong says that the company has aggressive growth plans for the country. "The channel’s focus will continue to be on expanding across top TRP towns by distributing more decoders," she said. "Following the success of Hindi blocks, the natural extension could be the introduction of Tamil blocks at a later stage."

NGC is also planning to undertake a brand perception survey early next year. "We’ll study attitudes, awareness and usage patterns of our audience," says Ms Armstrong. Earlier, a study in November 1998 revealed positive awareness about the brand. "But because of its history and quality, it was seen as a bit intimidating and remote."

NGC is taking roadshows from New Delhi to Mumbai and Bangalore. For Delhi, it had tied up with St Stephen College’s Wildlife Society to bring Mr Aditya Patankar and Mr Mark Shand (the men behind A Month in India). Also, the programme - India Diaries - will be intensely cross-promoted in Star channels.

According to NGC, the India Diaries delves deep into the culture of India, with all its attendant colour and chaos. The programme will feature six 30-minute documentaries: Elephant Wars, Last Dance, Keeping the Faith, Unholy Mission, Final Frontier and Travels with My Eunuch.

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