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Nat Geo People replaces Nat Geo Adventure
MUMBAI: National Geographic Network India has closed down Nat Geo Adventure. In its place, Nat Geo People has launched in India.
While the earlier channel targeted men and youth, the new channel will be more focused on women.
“We have launched Nat Geo People. This is in line with our global strategy and has replaced Nat Geo Adventure,” National Geographic Network India, Fox International Channels MD Keertan Adyanthaya told TelevisionPost.com.
Nat Geo People aims to create an emotional bond with viewers by offering unfiltered, intimate access to the true, amazing and inspiring stories of real people all over the world. The channel features stories of individuals and subcultures from across the globe.
Shows that will air include ‘David Rocco’s Dolce Vita’, ‘Food Lover’s Guide To The Planet’, ‘Ladyboys’, ‘Don’t Tell My Mother’ and ‘Hook, Line and Sisters’.
Adyanthaya said that the channel is programmed outside India. “It is one of four channels whose content is looked after from abroad. Nat Geo People and Nat Geo Wild are both programmed from Hong Kong. Baby TV is programmed from London while Nat Geo Music is done from Italy. A decision was taken at a global level to have an offering dedicated to culture and people. So we closed Nat Geo Adventure and in its place have brought in Nat Geo People.”
The distribution of these four channels continues to be on digital platforms. “With digitisation, growing placement has become less of an issue for these channels. We recently ran a marketing campaign to create awareness about Nat Geo People where we used our own channels and digital platforms to create awareness about the new destination,” Adyanthaya said.
Nat Geo People is free of ads at this stage. “We will look at carrying ads sometime down the line,” said Adyanthaya. There are also no plans for local shows on Nat Geo People at the moment, nor are there plans for a dubbed feed.
Observing that the Telecom Regulatory Authority of India’s (TRAI) diktat on content aggregators could have an impact on the smaller, niche channels, he said: “Niche players will be affected. But our offerings are strong. National Geographic is a globally recognised brand. Our channels have captured Indian audiences. When the content aggregator order comes through, we will relook at what we do and how we approach distribution. We already have a distribution team that looks at placement and carriage fees. Going forward, we might have to look at revenue also. But we are confident that we will continue to be able to collect revenue from the operators as we operate strong brands.”