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MP on Discovery, more to follow

TUNED INTO Discovery Travel and Living lately? The next time you switch on your TV set flip on to the channel and you might see some very familiar sights on it.

india Updated: Feb 08, 2006 11:53 IST

TUNED INTO Discovery Travel and Living lately? The next time you switch on your TV set flip on to the channel and you might see some very familiar sights on it.

The Madhya Pradesh State Tourism Development Corporation (MPSTDC) has launched an intensive advertisement campaign on the Discovery Travel and Living Channel as part of its all-out efforts to woo national as well as foreign tourists.

The advertisement, showcasing Madhya Pradesh’s cultural and historical heritages like Khajuraho and Sanchi, national parks and wildlife, natural beauty, and other assets, is being telecast on the channel since February 1, 2006 and would continue up to March end.

“We have initiated all-out efforts to attract tourists to Madhya Pradesh and the advertisement campaign on Travel and Living Channel is a step in that direction,’’ MPSTDC Executive Director G S Chahal told Hindustan Times today.
Asserting the channel had a large viewership especially amongst travellers, Chahal added that the idea was to make Madhya Pradesh’s presence felt in a major way on the tourist circuit.

He stated that the campaign would be aired on more TV channels from next year onwards. “The present campaign is just a precursor to the next one, which would definitely be much bigger,” Chahal maintained.

“The budget for electronic media campaign is about Rs 20 lakh and that for print media is almost Rs 60 lakh for the current financial year but it will surely increase next year,” Chahal hoped.

He stated that the budget for electronic media ad campaign could well go up to Rs 70 lakh and that for print media would also increase in the next financial year.

On the timing of present campaign, Chahal stated that this was the perfect season for wildlife tourism in Madhya Pradesh and the State is trying its best to encash it.

He added further that the tourist inflow to the country had increased by about 25-30 per cent this year and the State had also registered a proportionate growth in the sector.

This has prompted the MPSTDC to take up more vigorous publicity of the State as a hot tourist destination, he pointed out.

On being asked why Madhya Pradesh had not been able to grow as a tourist destination despite its immense potential, Chahal pointed out that concerted efforts to promote it had been lacking in the past. “No meaningful sustained campaign had been undertaken for the past some years to promote the State as a tourist spot,” he rued.

First Published: Feb 08, 2006 11:53 IST