as

National Geographic goes wide-angle on India

As a precursor to launching a dedicated India feed, National Geographic Channel is in talks with several regional channels to carry programming blocks dubbed in regional languages. As part of effort to drive synergies across various media - television, print and online - the channel is looking at reprint opportunities in India of its magazine National Geographic and also put in place a India-specific website. To increase its brand awareness in the country, plans are afoot to launch a major media campaign by August this year covering 20 cities.

National Geographic Channel Asia managing director Ward L Platt said, "India is our top priority at the moment. We are more than doubling our efforts in the country." He said a major Indianisation effort was currently on and talks were on with local producers for India-specific programmes. The channel is also looking at making use of local presenters, Platt said.

However, India-related programme will not exceed 20 per cent of total programming content, he added. Though Platt did not give a time frame for launch of dedicated India feed, industry analysts expect it to happen around the year-end. The channel presently airs seven hours of Hindi programmes everyday. It has also taken a programming block on Star Plus. On the revenue front, Platt said the channel expected to more than double its revenue from India in the next 12 months. "National Geographic has generated sizable revenue through distribution and subscription. Though we are far from breaking-even, we are confident of doubling it through the present drive," he said. As part of promotion exercise, the channel is also looking at taking air-time on regional channels. One-hour programme blocks on regional channels are expected to go on air by July this year.

Several adventure-related events are lined up as part of its on-ground promotion exercise. A major advertising campaign is also in the offing. National Geographic Society is also looking to starting its office in India. The channel may also bring in its merchandising products including books, CDROM and magazine to the country.
Platt said talks were on with partners to re-print the National Geographic magine in the country. However, it may take upto 18 months for the magazine to come out in its Indian avatar, he added. Platt said the channel had stepped up its availability in the country to 12 million homes. The company has already distributed over 3,500 set top boxes to cable operators in the country. Platt said given the favourable response to Hindi-feed, the channel will step up its distribution effort.

Sudipto Dey