Exclusive | On a fast lane with 'Supercars': NGC's Debarpita Banerji

National Geographic Channel is back with the second season of its most awaited show, ‘SUPERCARS’. From the roar behind Lamborghinis racing bull to unusual blend of luxury and performance of the Maserati, Ultimate Factories reveals the science, technology and behind the scenes manufacturing stories of the most sought after international icons - the Lamborghini Murciélago, the Porsche GT3, the Audi R8, the Rolls-Royce Phantom and many more super cars. Holding a strong position at the prime time slot, the channel seems strengthening its content with 9, 10 and 11 pm slot.
 
While speaking to Adgully, Debarpita Banerji, Vice President Marketing & Communication for NGC Network India & FOX International shared some interesting insights about the new season and about the content strategy going forward.
 
The concept and thought behind the show remains the same. 'Supercars' bring the most sought after automobiles and the story behind their making, from their factories to our television sets. This is the second season that is set to air on Nat Geo this October and will showcase the best cars from around world including, Porsche Panamera, Corvette Zr1, Ferrari FF, Jaguar xj, Lamborghini Aventador and more. The show will reveal the brains, science, technology and behind the scenes about the manufacturing of these machines.
 
Since this is season 2, speaking about the 3 key changes in the content strategy this time, Banerji said, “There is no change in content strategy per say, but it’s just got bigger and better.” To start with, they have upped the ante in terms of the cars that will be featured on the show and will be showcasing the biggest, fastest and the most stylish cars in the world for the first time on Indian Television. “The programming will be much more slick and stylish to match with the content and ensure a thrilling view for the viewers,” she added.
 
The other change is in the car enthusiast this year. Last year they had Rajeev Khandelwal taking the viewers through the making of these cars but this year they have roped in an exciting new face, Esha Gupta to host the show. Speaking about roping in Esha this time, Banerji said, “This time, we wanted to see a woman’s point of view when it comes to these head-turners. We were looking for someone who not only a head turner herself, but is also passionate about them. Esha fits the bill perfectly.”
 
Giving her viewpoint on the evolution of the content on infotainment channels, she said, “The infotainment pie has substantially increased over the past few years and has got a lot of new viewers. There is a huge plethora of content on wild life, true stories, world events, culture showcases, reality format shows - that are getting bigger and better each year.” She believes that while their popular franchises like Air Crash Investigation, Mega Factories, Banged Up Abroad have a loyal fan following, it seems that their new shows like The Indestructibles or The Link have also been received quite well and so the team is surely looking at feeding this growing appetite with fresh formats this year.
 
'Supercars’ has been one of the highest rated shows on the channel and this time too, the expectation is to supersede last year’s numbers with an outstanding line-up of cars and a great host this season.
 
Banerji is of the opinion that Indian content is very important to interest the viewers and so keeping true to that thought they have also brought great formats in this genre. She says, “This year, Mission Arctic was our big property that took Indians to the far end of the earth in an unconventional reality show format.” Viewers can look forward to more of such content from Nat Geo in the coming months.
 
Banerji concluded by saying that, “National Geographic Channel has always enjoyed a great following and it will only grow from here. We will continue to bring the best of our international content on the channel and give the viewers an unprecedented access in different genres like wildlife, nature, culture, travel and exploration. We also plan to build on the Indian content through localization and bring the best of India through innovative formats.” | By Aanchal Kohli [aanchal(at)adgully.com]
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