GUWAHATI, May 15 - After a massive response to her promotional documentary on Assam for the National Geographic Channel and Fox Life, Australian model and celebrity chef Sarah Todd would once again return to the State for a sequel to Awesome Assam with Sarah Todd. Loved for the lush greenery and unexplored destinations during its last episode, the sequel would feature the mystic Mayong – the land of magic, the Buddhist circuit and Singpho tea among other specialities of the State.
Awesome Assam with Sarah Todd got featured in the Broadcast Audience Research Council India (BARC) report and the content increased the viewership for the slot by almost 60 per cent. Moreover, it had the second best ATS (average time spent) amongst all the other contents in the week on the National Geographic.
The sequel would give an impetus to the State government’s plans to promote Assam tourism in a big way among the backpackers abroad. As the promo shoot with tourism brand ambassador Priyanka Chopra is slated for a grand scale launch internationally, a back-to-back sequel with Sarah Todd has been planned as a force multiplier for a high voltage campaign.
The documentary was premiered in the months of March and April this year on Fox Life and National Geographic Channel.
“Sarah Todd series has a dedicated viewership of its own. Together with the starling presentation Assam’s wilderness and its rich culture, heritage and biodiversity, the last TV show proved to be a grand success both for Assam tourism and for the TV channel,” said Assam Tourism Development Corporation (ATDC) MD Kausar J Hilaly.