NGC focusses on content localisation

The channel has launched the adventure reality show X-treme Trail that will be simultaneously telecast on four channels.

National Geographic Network is looking ahead to increase its focus on local content creations.

The company has joined hands with Nissan to launch a six-episode adventure reality show titled X-treme Trail. Interestingly, as a first-ever attempt by NGC, the show will be simulcast on other network channels, too, in order to build an upthrust for the overall reach of the show, thereby aiding to increase the audience time spent on the channel.

Ramon Chibb, senior vice-president, content, National Geographic Network India, says, "Adventure and exploration is in the DNA of National Geographic Channel. Our association with Nissan for X-treme Trail will help bring out the powerful imagery of the extreme Indian terrain through an adrenaline pumping drama. Also, for the very first time, a reality adventure show on Nat Geo will be telecasted simultaneously on four different channels - Nat Geo, FOX Traveller, STAR World and Channel V."

X-Treme trail will showcase the art and science of off-roading through the journey of eight contestants on the show. As part of its association with Nissan, the chosen contenders will show their mettle on the road in the SUV from Nissan - The X-trail. The final winners will get a chance to pay homage to the Indian Army soldiers as their final drive takes them to the highest battle field on earth, the Siachen Glacier.

The show premiered on November 5, and will be aired everyday at 8 pm.

The series is being extensively promoted through a 360 degree marketing campaign including outdoor advertising, print and radio. Nissan and National Geographic Channel are also holding a contest wherein participants can log on to www.natgeotv.co.in/xtremetrail, and submit their 'X-treme adventure' stories. The four best entries will win an adventure trip to Rishikesh. Reliance Netconnect is a co-sponsor of the show, while Bridgestone is its other sponsor.

For the record, NGC already executes one big local property called Mission property. Under this, NGC (National Geographic Channel) has already produced content such as Mission Air Force titled Udaan, Mission Navy, and the recent Mission Army called Desh ke Rakshak. Recently, the channel also worked on the 'Inside Kingdom of Dreams' project, in which it showed how the kingdom is built and put up.

Meanwhile, apart from Hindi, the localisation strategy will also be pushed across all the other regional language channels -- Tamil, Telugu and Bengali. While the strategy will help the channel attain newer audiences on board, it will also help in getting fresh brands on board through content integration, the channel notes.

NGC will convert its Mission property into an annual basis, wherein the next programme created under the banner will be Mission Arctic. It will be aired in March 2012, and will see an expedition visit the Arctic region.