Nat Geo gains new tagline, miniseries

Global marketing hook, 'Live Curious,' debuting Nov. 15

Following the announcement of a spinoff network, National Geographic is about to announce its first global tagline: "Live Curious."

The marketing hook will not only serve Nat Geo Channel and the upcoming Nat Geo Wild, but it also will work across the company's channels around the world in 165 countries and 34 languages.

The tagline, to be introduced Nov. 15, follows the company's adoption last year of a global logo and on-air look, along with an increase in programming co-productions.

"We felt like this was an opportunity for a warmer and more human connection among all the channels," Nat Geo Channel global CEO David Haslingden said. "We worried about pleasing a disproportionate audience, but the process of selecting a tagline was much easier than we anticipated. We found that people from around the world embraced this notion of living curious."

The company also is readying a seven-hour miniseries to be broadcast globally next fall. "Great Migrations" will chronicle animal migrations across the globe using advanced camera technology.

"Migrations" will include extensions across Nat Geo's product lines, including magazines, books, digital content and games.

The series is described as the most ambitious production undertaking in the channel's history and follows in the tradition of Discovery's "Planet Earth," which revived the wildlife special for the high-def era.

Unlike "Planet Earth," however, for which Discovery partnered with the BBC, Nat Geo emphasizes its special will be produced in-house.

"It's fair to say the success of 'Planet Earth' gave us a good kick in the pants. This genre is in our wheelhouse and really motivated our producers to respond," Haslingden said. "We saw some animal behavior and events that were very unusual to see and even more unusual to capture on film -- this is a step beyond 'Planet Earth.' "

National Geographic Channel, a joint venture between Fox Cable Networks and National Geographic Television & Film, has grown its ratings for six straight years. Fox Cable recently announced it will rebrand Fox Reality Channel into Nat Geo Wild next year, and its parent company News Corp. is bidding to acquire Travel Channel as part of an effort to expand its Nat Geo empire.

"There's been a very real sea change," Haslingden said. "News Corp. has identified National Geographic as an asset that resonates with people around the world. Clearly this is a venture that's going to grow."
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