NGC using 'Innovation' to localise further

MUMBAI: One of the best ways a foreign channel can increase share in an increasingly competitive market is by creating a direct local connect. The National Geographic Channel (NGC) is doing just that.

A couple of months ago it had aired the special Leopards of Bollywood which had been done by Miditech. It will now take the localisation strategy ahead in a big way when it telecasts Innovation.


This is not just an on-air activity. NGC is planning on ground events as well. The show kicks off on the channel on 3 October.

Speaking to NGC senior VP content and communication Dilshad Master had the following remarks to make about the new initiative. "Innovation is a new science series that will tell the dramatic stories of cutting-edge technologies that are changing our world.

"Technology that we thought only belonged in the realms of science fictions are happening here and now. Each episode will talk about a technology that is either controversial, secretive or competitive in nature."

On the marketing front to create a strong local flavour Master added that the broadcaster has planned to associate with a premier technology institute in the country. The aim is to extend the entire event to a ground level. "The aim is to thereby facilitate innovations from our country to get mass media exposure.

"Towards this end, a nationwide campaign will be mounted to identify scientific and technological innovations. These will originate not just from the academic and R&D community, industry professionals in India but also from common folks who simply have a great idea."

NGC will then select the top 10 innovations for wide media exposure and the best one for entrepreneurial opportunities. Master added that this Economic Development Board of Singapore (EDB) project is meant precisely for the reason of commissioning Indian producers for original content.

"Last year, two proposals from India were accepted and given the go ahead. This year we expect even more India- based proposals to come through. We will continue to source stories from India - as long as they fit in with the long running series that are on the channel, are unique in their content and hold true to our brand promise."

Coming back to the on air show one episode is called Building To Extremes. Towering above us, skyscrapers symbolise man's victory over his habitat. However 9/11 showed their vulnerability. The show examines they be made safe.

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