Nat Geo sweeps Beta Brand Survey in US

MUMBAI: In its first time qualifying for Beta's benchmark Beta Brand Identity Survey, the National Geographic Channel not only swept virtually every category in the mid-size cable network category but it also ranked high among all 49 cable and broadcast networks in the survey in US.

This is the latest reflection of NGC's growing momentum which, for all of 2004, had the fastest ratings growth of any network across all genres. Further, NGC just showed its fifth consecutive quarter of record ratings, with Q1 2005 ranking as NGC's most watched quarter ever, with more than 65 million viewers tuning in to the network.

NGC's ranking in Beta's Brand survey among midsize networks (fewer than 70 million subscribers with notable analogue distribution) is an astounding number one in virtually every category.

Viewers deemed the network their number one

choice for "entertaining," "informative," "high quality" and "original programming." Importantly for advertisers, viewers also indicated they were "more inclined to pay attention to commercials" on NGC. The results of this Beta survey are based on the online questionnaires completed in January-February 2005 by 2,013 cable subscribers in the US.

"We are seeing the benefits of a strategy that builds upon our distribution growth with a strong slate of programming -- both series and specials. These latest Beta Brand Survey results demonstrate that the strength of our brand rivals that of many more established networks," said NGC president Laureen Ong.

Highlights of the mid-sized networks survey for NGC include:

high quality, favorite channel, entertaining, informative, original programmes and series, bold, tries new things, fun, like to see in HDTV, pay attention to commercials (tied), less cluttered with commercials, distinctive, valuable and family-oriented.

NGC's ranking among all cable and broadcast networks measured in the survey include:

#1 -- Like to see in HDTV

#1 -- Less cluttered with commercials (tied)

#2 -- Distinctive (tied)

#2 -- Pay attention to commercials (tied)

#3 -- High quality

#3 -- Original programmes and series

#3 -- Bold, tries new things

#4 -- Entertaining

#4 -- Valuable

#4 -- Informative

"A virtual sweep of number one in the first inclusion in the Beta Brand Survey is unprecedented. In just over four years NGC has gained extraordinary momentum, one of the fastest growing in distribution and the fastest growing in ratings. The results of this survey demonstrate our continued progress in establishing us as a favorite entertainment viewing destination," said NGC vice -president (research) Brad Dancer.

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