National Geographic aims to broadbase appeal through Everest

In a move to broadbase its appeal among viewers and advertisers, National Geographic Channel (NGC) plans to launch an integrated programming initiative that will leverage the 50th anniversary of the Everest climb. "National Geographic sees Everest as not only topical and relevant but an awe inspiring icon that every Indian connects with," said Zubin Gandevia, managing director, National Geographic Channel. "The Everest initiative will celebrate the history of Indian feats and highlight true Indian heroes."

Everest would be the longest series on NGC spanning a period of six months. NGC plans to target advertisers with products and brands that are synonymous with the spirit of exploration and adventure and looks at increasing its advertising revenues by 50 per cent through the Everest initiative alone.

Everest is also the first time that NGC is creating local programming focused specifically on the Indian viewer. The Everest initiative will have an integrated outreach programme that will kick off with a programme that recreates the first climb with Jamlin Norgay and Peter Hillary sons of Tenzing Norgay and Edmund Hillary.