National Geographic expands action offer

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."

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