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Following the announcement of a spinoff network, NationalGeographic is about to announce its first global tagline: “LiveCurious.”
The marketing hook will not only serve Nat Geo Channel and theupcoming Nat Geo Wild, but it also will work across the company’schannels around the world in 165 countries and 34 languages.
The tagline, to be introduced Nov. 15, follows the company’sadoption last year of a global logo and on-air look, along with anincrease in programming co-productions.
“We felt like this was an opportunity for a warmer and more humanconnection among all the channels,” Nat Geo Channel global CEODavid Haslingden said. “We worried about pleasing adisproportionate audience, but the process of selecting a taglinewas much easier than we anticipated. We found that people fromaround the world embraced this notion of living curious.”
The company also is readying a seven-hour miniseries to bebroadcast globally next fall. “Great Migrations” will chronicleanimal migrations across the globe using advanced cameratechnology.
“Migrations” will include extensions across Nat Geo’s productlines, including magazines, books, digital content and games.
The series is described as the most ambitious productionundertaking in the channel’s history and follows in the traditionof Discovery’s “Planet Earth,” which revived the wildlife specialfor the high-def era.
Unlike “Planet Earth,” however, for which Discovery partnered withthe BBC, Nat Geo emphasizes its special will be producedin-house.
“It’s fair to say the success of ‘Planet Earth’ gave us a good kickin the pants. This genre is in our wheelhouse and really motivatedour producers to respond,” Haslingden said. “We saw some animalbehavior and events that were very unusual to see and even moreunusual to capture on film — this is a step beyond ‘Planet Earth.'”
National Geographic Channel, a joint venture between Fox CableNetworks and National Geographic Television & Film, has grownits ratings for six straight years. Fox Cable recently announced itwill rebrand Fox Reality Channel into Nat Geo Wild next year, andits parent company News Corp. is bidding to acquire Travel Channelas 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 withpeople around the world. Clearly this is a venture that’s going togrow.”
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