SINGAPORE: National Geographic's newest channel, Adventure One, is
rolling out in Asia, and the broadcaster is hoping to secure a
substantial subscription base in major regional markets within the next
12 months.
The channel is devoted entirely to adventure and exploration
programming, inspired by the National Geographic Society's mission to
encourage the exploration of the unknown and to push the limits of human
endurance, said its Asia managing director Ward Platt.
He said the timing of the regional roll-out coincided with the growing
popularity of adventure programming among television audiences,
especially the 15 to 34 demographic group, in the Asia-Pacific region.
Programming will include tales of adventurers pushing the boundaries,
personalities, plus adventure and health news.
National Geographic's Adventure magazine will be helping to develop
programme ideas and segments for application for both television and the
web. The channel is also partnering with Action Asia magazine for
content contribution. Platt said the had already signed up advertisers
from the automotive and adventure categories.
Adventure One will also develop in the same way as the National
Geographic Channel, he added: "It will establish a presence then go into
local language programming such as the Hindi, Malay and Mandarin feeds
on top of the English feed which we have now with National Geographic
Channel."
