NGC plans an aggressive marketing push; hikes ad budget to Rs 5 crore

National Geographic Channel (NGC) is adamant about occupying the top slot among special interest channels. So the issue of bonding with the Indian masses has assumed criticality more than ever before.

The channel had taken its first step in this direction in April this year when it increased the duration of its Hindi block from 4 hours to 24 hours (that is, all day). And with an eye to increasing the viewership by 35 per cent (from the current C&S reach of 22 million homes), the channel has worked out an exhaustive three-pronged strategy called ‘NGC Way Of Life'.

With the help of this strategy, NGC hopes to make the spirit of exploration and adventure a way of life with Indians. "The ‘NGC Way of Life' will reach Indian viewers through an integrated approach - on air, on ground and online," says Zubin Gandevia, managing director, NGC.

This whole effort will be propped up by a well-orchestrated communication effort. The channel has decided to spend Rs 7 crore on marketing the brand this year, of which as much as Rs 5 crore will be spent on advertising. The channel has already kicked off a multimedia advertising campaign, conceived by SSC&B, where NGC introduces its objective as - ‘Before we make programmes, we make History'.

On air, NGC has created four genres of programming - Science and Technology, Wild, People and Places and Exploration and Adventure. "Recently we aired six episodes of ‘Science of Sports' hosted by Kapil Dev and this was quite a success. Next year again we hope to revive this series with Kapil Dev, if he consents to host it again. The idea is to have more such programmes to make a connect with the Indian masses," says Dilshad Master, senior vice-president, content and communication, NGC.

What is more interesting is the manner in which NGC is planning to extend its association with adventure and exploration in the world outside of TV. The on-ground activities operate at two levels. The first is to hunt for people in India who could embody the spirit of NGC and promote them through various programmes on the channel. "The channel will work with these adventurers on many dimensions, ranging from promoting their line of interest to the Indian viewer and supporting projects that will help expand the field that they work in," explains Gandevia.

At the second level, NGC is tying up with associations where adventure is integral to their existence. To this end, it has allied with the Bombay Natural History Society and the Indian Mountaineering Federation. The channel will promote the activities of these organisations both on ground and on air at a national level. By the year-end, the channel is likely to firm up two more associations like this.

With regard to its efforts on the worldwide web, NGC plans to create an online Explorer's Club, which will be an important part of its website www.nationalgeographic.co.in. Not just this, NGC will also provide links to sites of like-minded associations and NGC adventurers.

Simultaneously, the channel is strengthening its prime-time (9.00 pm-10.00 pm) slot. Truth Files, a 13-episode programme on the unusual lifestyles of people, is lined up for this time band. Hot Science is another 13-episode programme slated for October. "What I am really excited about is the programme titled Egypt's Secret Chambers Revealed which is a direct telecast from Cairo (Egypt) of some parts of the exploration of a tomb in the Khufu pyramid. It is for the first time that such an event will be shown live. It will be a two-hour long programme and the opening of the tomb will be telecast live. In India this event will be telecast at 5:30 am on September 17. It would be replayed on the same day at 9.00 pm," says an excited Master.

The channel's efforts at bonding with the Indian viewers, which started with right earnest earlier this year, seems to have got the endorsement of the advertisers as well. "Each one of our programme is sponsored. The inventory is sold out in advance. Though I cannot disclose the advertising revenues, I can say that last year it grew by 40 per cent and this year too we hope grow it by 40 per cent," signs off Gandevia. © 2002 agencyfaqs!