National Geographic goes in for a makeover

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | December 07, 2011
In a bid to promote the new look and packaging for the channel, NGC has crafted the campaign thought 'This is who we are', internationally.

As part of a global decision, the National Geographic Channel (NGC) has decided to undergo a complete change in its proposition, packaging, as well as content line-up, globally.

Speaking on the need for such a transition, Debarpita Banerjee, vice-president, marketing, Fox International Channels, says, "In a bid to keep pace with the ever-changing audiences, it is necessary to re-invent and refresh oneself continuously. NGC, therefore, decided to take a proactive decision to re-launch itself."

In a bid to promote the new look and packaging, NGC has crafted the campaign thought 'This is who we are', internationally. In India, the campaign will be executed by Grey Worldwide. Mindshare is the media agency.

Keertan Adyanthaya, managing director, NGC Network India and Fox International Channels, says, "The Indian youth is a big segment of the television-viewing audience today, and is constantly in search for content which caters to their entertainment needs and aspirations. With 'This is who we are', we bring forth television viewing that packs a powerful punch of pure adrenalin, keeping viewers on the edge of their seats. Only the best of action, adventure, wildlife and exploration will now be showcased on the channel in an energetic new look that we know, and already feel, is addictive enough."

As part of the content renewal process, the channel will take up a theme every month, which will provide a certain promise to the viewer, and also help in appointment viewing.

For example, the month of December will be themed as Deadly December, wherein the content line-up will air shows such as Man Vs Monster, Dangerous Encounters with Brady Barr, Trapped, Indestructibles, and Banged Up Abroad.

The content will also see the introduction of a news-like bulletin called Nat Geo Today, which will report on current issues on nature and geography.

The refreshed channel will be promoted aggressively across all network channels. Outside the STAR Network, the on-air promotions will primarily be visible across the youth genre and the SEC A market. The on-air campaign will run for one-and-a-half months.

Off-air, the campaign will be visible for about two weeks across the four metros.

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