National Geographic Channel U.S. and National Geographic Channels International Roll Out First-Ever Global Tagline: 'Live Curious.'

National Geographic Channel U.S. and National Geographic Channels
International Roll Out First-Ever Global Tagline: 'Live Curious.'

Tagline and Customizable Brand Campaign to Be Executed In 166 Countries, 34
Languages and Will Reach 315 Million Homes Worldwide

WASHINGTON, Oct. 21 /PRNewswire/ -- National Geographic Channel U.S. (NGC) and
National Geographic Channels International (NGCI) announced their first ever
global tagline "Live Curious" and brand campaign. This effort will be rolled
out between November 15, 2009, and March 2010 in 166 countries and 34
languages, with customizable elements for regional audiences. The
announcement is the latest manifestation of an enhanced strategic
asset-sharing process between NGC and NGCI -- both joint ventures between Fox
Cable Networks and National Geographic Ventures -- following David
Haslingden's appointment as global CEO in 2007. The collaboration in
developing a consistent, cohesive message for worldwide use follows the
adoption last year of a universal National Geographic Channel logo and on-air
look, along with an increase in global co-production of programming.

"Live Curious" was developed after worldwide consumer research conducted to
identify common values that reflect the essence of the National Geographic
brand promise and would resonate and translate effectively across regions in
Europe, Australia, Asia, Latin America and the United States. Qualitative
studies were done on brand perception and previous taglines, while focus
groups helped refine an overarching theme that struck a positive chord with
viewers.

"'Live Curious' is at the heart of National Geographic's DNA, and the National
Geographic brand is one of the most familiar and powerful global brands,
transcending borders and cultures," said Haslingden. "And with the National
Geographic Channels continuing to increase momentum worldwide, it has become
increasingly important to create a common voice that would resonate in every
language, while at the same time leaving space for each region to maximize
local relevance."

"Live Curious" will be the basis for a global brand campaign, currently in
production, that will promote the network, its programming and talent. The
campaign will first be introduced in the United States, India and Netherlands
and will eventually reach 315 million homes in 166 countries. In addition to
fully produced spots of varying length, the toolkit will include core elements
around which each region can add local footage, talent, messaging and
nontraditional tactics to build diverse campaigns for their specific
audiences. To continue the process of global collaboration and collective
inspiration, these localized campaigns will be shared with all other regions
as the basis for ongoing generations of the campaign worldwide. The National
Geographic Channels in Australia, Hong Kong, Italy, Spain, Turkey, U.K. and
the United States are expected to be the first to create local campaigns
bridging off the central global concept.

The brand campaign will promote key programming as well as talent from shows
shared around the world, including Sean Riley (World's Toughest Fixes), Cesar
Millan (Dog Whisperer), John Garcia (DogTown), Chris Fischer (Expedition Great
White), Batso and Johnny O (Rescue Ink Unleashed) and Zeb Hogan (Hooked). The
tagline will be reflected in a full range of consumer and trade advertising
platforms, including broadcast, print, outdoor and digital. Ad sales
extensions are also in development, along with digital consumer touch points
such as a microsite, social networking applications and games.

Rafael Sandor, executive vice president of creative and marketing for NGCI,
and Kiera Hynninen, executive vice president of marketing for NGC U.S.,
jointly oversaw the development of the tagline and brand campaign. Italian
production company Mercurio Film and creative consultant Patrizio Marini were
commissioned to execute the primary :60 and :30 brand spots; U.S.-based Click
3X is creating program-centric extensions for the global campaign; and various
other extensions are being produced internally.

"Curiosity is what propels humanity to seek answers and question the unknown,"
said Hynninen. "It's a universal attitude we share with our audiences through
our compelling, smart and innovative programming."

"'Live curious'" is about exploration, pioneering and questioning, which
captures National Geographic's shared spirit," added Sandor. "The campaign
aims to connect on a human level so no matter what country you live in or
language you speak, this message to 'Live Curious' hits close to home."

National Geographic Channel U.S. (NGC)
Based at the National Geographic Society headquarters in Washington, D.C., the
National Geographic Channel (NGC) is a joint venture between National
Geographic Ventures (NGV) and Fox Cable Networks (FCN). Since launching in
January 2001, NGC initially earned some of the fastest distribution growth in
the history of cable and more recently the fastest ratings growth in
television. The network celebrated its fifth anniversary in January 2006 with
the launch of NGC HD, which provides the spectacular imagery that National
Geographic is known for in stunning high-definition. NGC has carriage with
all of the nation's major cable and satellite television providers, making it
currently available in nearly 70 million homes. For more information, please
visit natgeotv.com.

National Geographic Channels International (NGCI)
National Geographic Channels International (NGCI) invites viewers to live
curious through its smart and innovative programming that questions what we
know, how we view the world and what drives us forward. A business enterprise
owned by National Geographic Television (NGT) and FOX Entertainment Group,
NGCI contributes to the National Geographic Society's commitment to
exploration, conservation and education through its six channels: National
Geographic Channel, National Geographic Channel HD, Nat Geo Wild, Nat Geo Wild
HD, Nat Geo Adventure and Nat Geo Music. Globally, National Geographic
Channel (including NGC U.S., which is a joint venture of NGT and Fox Cable
Networks Group) is available in more than 315 million homes in 166 countries
and 34 languages. For more information, please visit natgeotv.com.

MEDIA CONTACTS:
Russell Howard, National Geographic Channel, 202-912-6652,
RHoward@natgeochannel.com
Dara Klatt, National Geographic Channel, 202-912-6720,
dara.klatt@natgeochannel.com
Cherry Yates, National Geographic Channels International, (202) 912-6689,
cyates@ngs.org

SOURCE National Geographic Channel

Russell Howard, +1-202-912-6652, RHoward@natgeochannel.com, or Dara Klatt,
+1-202-912-6720, dara.klatt@natgeochannel.com, both of National Geographic
Channel; or Cherry Yates of National Geographic Channels International,
+1-202-912-6689, cyates@ngs.org