(Updated at 13 October 2010 10:20 pm)
(13 October 2010 6:15 pm)
MUMBAI: National Geographic Channel is launching a Bengali language feed from 3 November, demonstrating a localisation trend that English infotainment channels seem to be fast following this year amid stiff competition in the genre and growth of digitisation in the country.
NGC had this August launched its first regional language feed in Telugu, hoping to reach out to a larger spectrum of local viewers.
Driving deeper into that localisation strategy, NGC will back the 24-hour Bengali language feed with promotional campaigns by icons of Bengali Television - the Star Jhalsa celebrities.
NGC's latest move shows that the regional push is going beyond the South. Arch rival Discovery had launched feeds in Tamil and Telugu this year.
National Geographic Network and Fox International Channels MD Keertan Adyanthaya said, “We are extremely thrilled to reach out to the audiences of West Bengal. West Bengal is an important market for us as we have a large number of viewers in the state. Bringing NGC in Bengali will give our viewers a flavor of compelling stories in their native language, aided by stunning visuals and credibility that people have come to expect from the National Geographic Channel."
NGC is also available in Hindi, English and Telugu.
"Infotainment channels are looking for their next phase of growth in India through local language feed initiatives. This they expect will shore up their audiences and ad revenues. Distribution will also get a boost," says a media analyst.
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