Think again, think Nat Geo
|
National Geographic channel has just armed itself with a brand new look. The channel's Creative and Marketing Head, Guy Slattery names a few action-packed shows to add zing to its fresh appearance. SANGEETA BAROOAH PISHAROTY
|
NEW POSITIONING: Guy Slattery, Senior Vice President,National Geographi ( Creative and Marketing) in New Delhi.PHOTO: ANU PUSHKARNA
THIS IS Guy Slattery's maiden India visit. But that no way means he doesn't know `India'.
India, for this National Geographic channel's Senior Vice President (Creative and Marketing) is business first and so, he would rather be talking of the `India', the statistics of which are at the back of his palm - Nat Geo's viewership rate in India, his marketing goals here and the new programming lined up for Indian viewers. Touristy India is practically out of the map for Washington-based Guy this time naturally because he is here on business. The highpoint of the trip being the launch of the channel's global brand campaign `Think Again' in India.
"We go to 26 million Indian homes. Since we are on a competitive pad here, the country couldn't have been out of the channel's global brand campaign," says Guy. Leading the new-look campaign in 152 countries in 27 languages, Guy though chose to add "the new on-the-air look and feel" to the channel first in Europe, Australia and Latin America before charting out the blueprint for India. "This is because we went to those countries before. We as a brand needed time to mature here. After five years, we are ready now," he declares. "By 2006, Nat Geo aims to grow 200 per cent in India."
India special
And to achieve that, the focus has been shifted to roll out India Special programmes. "We now have India special shows from Mondays to Fridays. A blue chip programme is Deep Jungle on Sundays at 10 p.m. from April 17. It has Bollywood stars like John Abraham, Vivek Oberoi, Lara Dutta, Ajay Devgan, Esha Deol taking a trip to the wilds. In June, we have a fresh line-up with The Leopards of Bollywood, Hidden Genders and Skeleton Lake - Mystery of Roopkund under the banner of Intriguing India at 8 p.m. on Sundays. We also have plans to commission more programmes in India," elaborates Guy. But what sounds equally interesting is the exchange of its global programmes vis-à-vis the Indian shows. "We shall also be airing the India Special shows in other countries. Recently, the National Geographic magazine had the Bollywood star Shah Rukh Khan on its cover and it was not just for Asia circulation," he explains.
And as part of its international input, the channel has some interesting programmes coming to India this May. "A scientist from Latin America, after doing a CT Scan on an Egyptian mummy, has come out with great revelations about the man's evolution theory and genetics. We shall show that. So far, we had taken viewers inside Mecca, Pentagon and The Vatican. The time is now to get inside a mother's womb this Mother's Day to check the growth of a foetus. Also on weeknights at 11 p.m., we shall have a show on taboos. Indian ones too would feature. Mumbai city would soon come under the scanner in a programme on modern world cities," Guy gives an overview. The channel for the first time, has Nat Geo Junior, a kids section.
The channel's brand theme `Think Again', he says, is the outcome of its evolution to become more contemporary. "Earlier, we were looked at as a channel which covers places and people and wild life. Now we shall get more into modern day life," he says. The channel's viewers, he adds, "are curious people who need food for thought." Well, that a channel despite having great content value, these days needs a great look too to flourish, is indeed food for thought!
Printer friendly
page
Send this article to Friends by
E-Mail
Entertainment
Bangalore
Chennai and Tamil Nadu
Delhi
Hyderabad
Thiruvananthapuram
