Spirit of Exploration

After hitting the highest ratings in its history in January 2009, the National Geographic Channel in the U.S. is looking to commission about 400 hours of programming this year, much of it in the genres of natural history, science, history, archaeology and exploration. Original productions include such popular series as Dog Whisperer, Taboo and Locked Up Abroad, as well as big specials like Inside Guantanamo, which gives viewers a rare look inside the prison.

To build further on its ratings’ success, the channel has been making some changes in the way it commissions shows in recent years. It has sped up the decision-making process, worked to bring in a wider array of international producers and put more emphasis on series, notes Bridget Whalen, the VP of development for the National Geographic Channel (NGC) in the U.S.

“We are always after the most innovative and biggest specials as well as series—shows that are extremely engaging because the characters or storytelling are so compelling,” adds Steve Burns, the executive VP of content at NGC. “We are very flexible and very quick to get people answers.”

Shows like Inside Guantanamo, which explores the infamous prison through the eyes of the guards and former inmates, illustrate how NGC is also looking for projects based on unique access. “They really emphasize that National Geographic can take viewers to places you normally can’t go,” Whalen says.

The domestic channel works closely with the international channels on many high-profile projects, notes Geoff Daniels, the senior VP of development and production at National Geographic Channels International (NGCI). But those international services—which include National Geographic Channel, National Geographic Channel HD, Nat Geo Wild, Nat Geo Adventure and Nat Geo Music—also commission and co-produce a wide variety of original fare on their own.

“For the core channel [NGC] we are looking to build on our strengths in science, technology, engineering, exploration, natural history and world culture,” Daniels explains. “We’re looking for lightening-rod events, strong specials and, of course, the holy grail, those breakout series.”

Shows should reinforce the “Think Again” branding tag line introduced a few years ago and “continue to push the boundaries,” he adds.

Recent or upcoming projects include such series as Salvage Code Red and Generals at War. Further specials include the blue-chip natural-history titles Kingdom of the Blue Whale and Extreme Ice.

Co-productions are extremely important, making up “the majority of the things we do,” Daniels says. “You need to be able to stitch together partnerships to maximize the amount of programming you can get.”

The company is also pushing to expand its commissioning for its newer digital channels, Nat Geo Wild and Nat Geo Adventure.

“In the upcoming months we will be making a lot of noise with Nat Geo Wild,” Daniels says. While natural history will remain a core genre for NGC, he expects that it will be investing more in blue-chip natural-history documentaries that premiere on Wild and then air on NGC internationally. It is also expanding series production for Wild.

At Adventure, Daniels is looking to target a younger demographic with a channel that has “a very hip and edgy persona,” he notes. “We’ve already been investing commissioning dollars in lower-cost reality series that have a strong local flair,” and have done several adventure series in Latin America.