The serial ‘Where Tigers Rule’ will be aired at 9 PM every night beginning March 1
BestMediaInfo Bureau | Delhi | February 24, 2016
Wildlife channel, Animal Planet, has roped in Bollywood actor Sonakshi Sinha for its fifth annual campaign to protect and conserve the tiger population in India. The leading lady of many Hindi films will be the face of Animal Planet’s 2016 ‘Where Tigers Rule’ campaign. The programme will be on air every night at 9 PM, beginning March 1.
In the television campaign, Sinha invites viewers to watch the month-long programming on tigers and speaks of her affection for and dependence on her mother – equating the emotion to that of a tiger cub for its mother. Nearly half the tiger species in the world has been wiped out in the last 100 years. Of the nine species of tigers, four are extinct in the wild and five are endangered. India is home to more than 50 per cent of the world’s tiger population and is, therefore, the epicentre of all action.
‘Where Tigers Rule’ takes viewers to the tiger’s habitat and peeps into the lives and behavioural patterns of different species of tigers. The programme will bring to the fore captivating stories of tigers and their co-existence with humans. It will dwell on the threatening environment and the conservation efforts of leading experts from India and around the world.
The television programme has been filmed at breathtaking landscapes of some of India’s magnificent forests, grasslands and protected reserves. The locations include the Kanha and Bandhavgarh National Parks in Madhya Pradesh, Jim Corbett National Park in Uttarakhand, Sariska and Ranthambore National Parks in Rajasthan, the Sunderbans in West Bengal, and Tadoba in Maharashtra.
Rahul Johri, Executive VP and General Manager - South Asia, Discovery Networks Asia Pacific, said, “My entire team feels deeply gratified that the tiger population in India has increased in the last few years. The ‘Where Tigers Rule’ campaign attempts to bring attention to the imminent danger to tigers and to sensitize millions of viewers through breathtaking programming. We are ecstatic that we have made a small and vital contribution. The challenge is far from over and we will continue to invest our resources and energy and lead the campaign from the front.”
Expressing her passion for wildlife, Sinha said, “I feel fortunate that I can participate in this wonderful cause and be a change agent. I believe that humans have to respect other species and their habitats and adapt to co-exist. My parents took me to a national park to see a tiger and I would certainly love to take my children one day and show them this magnificent creature.”
The Animal Planet’s cumulative viewership in India was 30 million in 2015. ‘Where Tigers Rule’ is an initiative by the channel to reach out to viewers around the country and inform them of the importance of the tiger’s survival in the wilderness. The television series takes viewers to countries like Sumatra and Russia to track the last living species of the tiger.