MUMBAI: One way that the National Geographic Channel (NGC) has been building the brand in India has been through showcasing Indian themed documentaries and specials made by local production houses.

Last year it had showcased specials like Leopards Of Bollywood and Skeleton Lake. Later this year it will unveil a major initiative It Happens Only In India.

Speaking to Indiantelevision.com on the initiative, NGC senior VP content and communication Dilshad Master says, "NGC has brought a variety of quality programming produced by Indian production houses to its viewers.Leopards of Bollywood and Skeleton Lake received an overwhelming response from audiences. Bringing alive the frightening story of leopard killings in the heart of modern day Mumbai, Leopards of Bollywood was both relevant and relatable. Directed by Chandramouli Basu and written by Niret and Nikhil Alva, Skeletons Lake was aired on the channel as a part of the F.I.R series and was very well received by viewers.
 

"Vultures: Death Watch was another documentary aired earlier this year that was very topical. Coming up very soon is a special series called It Happens Only In India. This is a combination of very interesting and diverse topics that will be explored in each episode."
 

Last year one of NGC's major on-ground endeavous was Nokia Innovations. However Master says that there are no plans as of now on the Innovation series for this year. "However National Geographic Channel will continue to innovate and excite our viewers with properties that are compelling and original."
 

On the marketing front Master notes that NGC has always used and will continue to use innovative initiatives involving on ground and new media to reach its viewers. Programmes such as Mission Everest, Mission Mars,Nokia Innovation, Nat Geo Investigates among others have in the past been used to engage viewers in an interesting manner and our new programmes coming up later this year will also have a huge interactive angle.
 

"For It Happens Only in India we have innovative on ground and online ideas lined up. As a channel affiliated to the Star Network we plan to use Star's 7827 in house short code to connect with viewers. Interactivity is key in broadcasting today and we are definitely planning to reach out to our viewers with exciting and innovative contests and promotions through the mobile media."