National Geographic Channel Virtually Sweeps Latest Beta Brand Survey

National Geographic Channel Virtually Sweeps Latest Beta Brand Survey

Four-Year-Old NGC Clear #1 Mid-size Network; Finishes in Top 4 Among All Networks in Key Categories Including #1 for Interest in Hi-Def

WASHINGTON, April 12 /PRNewswire/ -- 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, including #1 favorite network, it ranked high among all 49 cable and broadcast networks in the survey. 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 garnered its fifth consecutive quarter of record ratings, with 1Q05 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 mid-size networks (fewer than 70 million subscribers with notable analog distribution) is an astounding #1 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 January-February 2005 by 2,013 cable subscribers nationally.

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

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

* #1 -- High quality * #1 -- Favorite channel * #1 -- Entertaining * #1 -- Informative * #1 -- Original programs and series * #1 -- Bold, tries new things * #1 -- Fun * #1 -- Like to see in HDTV * #1 -- Pay attention to commercials (tied) * #1 -- Less cluttered with commercials * #1 -- Distinctive * #1 -- Valuable * #1 -- 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 programs and series * #3 -- Bold, tries new things * #4 -- Entertaining * #4 -- Valuable * #4 -- Informative

"A virtual sweep of #1 in the first inclusion in the Beta Brand Survey is unprecedented," said Brad Dancer, NGC VP Research. "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."

Based at National Geographic Society headquarters in Washington, D.C., the National Geographic Channel is a joint venture between National Geographic Television & Film (NGT&F) and Fox Cable Networks. National Geographic Channel debuted to an initial 10 million homes in January 2001, and has been one of the fastest growing networks in history. The Channel has carriage with all of the nation's major cable and satellite television providers, making it currently available to more than 53 million homes. For more information, please visit http://www.nationalgeographic.com/channel.

Source: National Geographic Channel

CONTACT: Russell Howard, +1-202-912-6652, RHoward@natgeochannel.com, or Chris Albert, +1-202-912-6526, CAlbert@natgeochannel.com, both of National Geographic Channel; or Nord Wennerstrom, of The Fratelli Group, +1-202-496-2124, or NWennerstrom@fratelli.com, for National Geographic Channel

Web site: http://www.nationalgeographic.com/channel

------- Profile: Ent