23 November, 2020

Pouline Goh

National Geographic Channel's marketing chief on the road it plans to travel

Pouline Goh
Are you satisfied with your standing in India today?
In a little over a year—our penetration has grown from 4.3 mn to 7.8 mn homes, an 80 per cent jump.

How important is the Indian market to you?
More than half of our 13.5 mn homes in Asia are in India.

So, do you have any localisation plans in place?
Yes. We're looking at an India-specific feed in the future.

Will that mean programmes dubbed in Hindi?
That would be the logical culmination. First we'll have localised ads, then local pro-gramme bands and finally dubbed blocks. We'll keep up with what the viewers want.

Were your marketing efforts in India a bit slow to start?
Our marketing efforts here kicked off in September last year. Star TV came in this May after Fox Entertainment Group bought 50 per cent of National Geographic Channel. We already have a slew of Indian advertisers.

Is there any possibility of your producing programmes out of India?
We've already aired several India-specific shows—King Cobra, The Great Indian Railway,...


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