Nat Geo ratings burst with baby show

Singapore - National Geographic Channel Asia's integrated marketing campaign to promote its two hour debut episode of ‘In the Womb: Twins, Triplets and Quads' has paid off, with the programme topping documentary channel charts across Asia.

More than 225,000 Singaporeans watching the programme which ran between 24 June and 1 July 2007 - of the 225,000 Singaporeans, 14% of them were women aged between 15 and 44 years old - surpassing the channel's audience expectations in Hong Kong and Singapore.

The premiere of the pilot episode was preceded by a four-week long integrated marketing campaign, launched in mid-May, which included an on-air TV promotion campaign in Hong Kong, Singapore, Philippines and Malaysia, and calls for viewers to send in photos of twins and triplets in its ‘In the Womb: Twins Contest'. The contest also ran online on National Geographic's website.

"We are thrilled that our story telling and breathtaking visuals have been well received by our audience in Asia," David Gunson, senior vice president, programming and broadcasting at National Geographic Channel Asia said.