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National Geographic Channel bid to stay relevant to viewers

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"We have good growth rates in markets where the channel has already been repositioned."

Mr Guy Slattery (left), Sr. Vice-President, Creative and Marketing, National Geographic Channel International, Ms Dilshad Master, Sr. Vice-President, Content and Communication, National Geographic Channel India, and Mr Nikhil Mirchandani, Head-Ad Sales, at a press conference in the Capital on Wednesday. Ramesh Sharma
Mr Guy Slattery (left), Sr. Vice-President, Creative and Marketing, National Geographic Channel International, Ms Dilshad Master, Sr. Vice-President, Content and Communication, National Geographic Channel India, and Mr Nikhil Mirchandani, Head-Ad Sales, at a press conference in the Capital on Wednesday. Ramesh Sharma

Our Bureau

New Delhi, April 20

IN line with its global positioning, National Geographic Channel (NGC) today announced the `Think Again' tagline.

Announcing this, Mr Guy Slattery, Senior Vice-President, Creative and Marketing, NGC International, said the new positioning of the channel stems from its need to continuously stay relevant to its viewers.

The positioning ensures that NGC continues to "promote knowledge of the world and all that's in it" while becoming more entertaining and engaging.

Mr Slattery said the channel would look at commissioning more programmes rather than buying them off-the-shelf. He added that the channel had seen good growth rates in markets where the channel has already been repositioned.

Elaborating on the Indian market, Ms Dilshad Master, senior Vice-President, Content and Communications, NGC, said that the channel would be focussing on 3Rs - relevant, resonant and relatable. The new programming would include series such as Nat Geo Investigates, In the Womb, Ultimate Survivor and new episodes of Megastructures, ShowReal Asia and Taboo. The channel has also tied up with the Karan Johar produced Kaal coinciding with the premier of Deep Jungle Week.

On the advertising front, NGC has managed to attract a handful of advertisers. Mr Nikhil Mirchandani, Head Ad Sales, said that the number of brands have gone up from 49 last year to about 140. "We are confident that the new broad-based appeal of NGC with other ongoing sales and marketing initiatives will ensure a 200 per cent revenue growth by the end of fiscal 2006," he said.

(This article was published in the Business Line print edition dated April 21, 2005)
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