Adventure One has relaunched as A1, devoting its programming line-up to reality adventure shows to underline its difference from its older and more established rival, AXN.
The National Geographic channel is a relative newcomer on the broadcast scene. It made its European debut in 1999, rolling out in Asia only two years ago, featuring mainly National Geographic programming, such as wildlife and travel shows. However, the changes mark the channel's drive to better differentiate itself from AXN's line-up of adventure dramas as well as action reality shows.
"National Geographic content has been taken out. So, now, if it's wildlife, it is adventure wildlife and if it's travel, it is adventure travel," explains National Geographic vice-president of marketing Pauline Goh.
A1 is now positioned as a 24-hour channel for anyone with an adventurous spirit, with programmes that feature outdoor adventure, adventure personalities, adventure tips and special events from around the world.
The rebranding, including a new logo and on-air look, comes as A1 passed key distribution milestones. Its regional distribution footprint has been extended to Hong Kong, Korea, the Philippines, Indonesia, India and Pakistan, covering more than nine million homes.
The revamp is accompanied by on-air promos and a print campaign, based on the idea that 'Everyone has a little A1 in them', according to Goh.
"Everyone has a bit of the daredevil in them and this is what A1 provides viewers."
However, the challenge for A1 - as with any niche offering - is that it has to be on the cutting edge of its programming genre, according to media planners.
ZenithOptimedia consultant director, strategic resources, Jane Koitka, explains: "There are a lot of reality shows already, including on terrestrial platforms. What channels like A1 cannot do is to produce replicas of them. They have to constantly search for something different, that's exciting and takes your breath away."
She added that part of the trick lay in giving viewers a glimpse of the ultimate adventure. "A lot of people might not try it but they can put themselves in the picture and discuss what they see with their friends.
As a niche channel, it does have the capability of creating a community of like-minded viewers, however, the other challenge is to ensure that local or regional relevance is incorporated into the programming," Koitka says.
