Nat Geo Wild Set to Make Noise in Year 2

by David Goetzl, Mar 11, 2011, 7:30 AM

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Year-old Nat Geo Wild will air "Dog Whisperer with Cesar Millan," the franchise made popular on sister network National Geographic Channel. Other new series coming to "Wild" include a show that follows a farm veterinarian in rural Michigan grappling with a caseload of 18,000 patients and "Philly Undercover," which accompanies a team of police officers trying to root out dog-fighting, exotic pet trading and other crimes.

Nat Geo Wild launched last year as a spin-off of NGC to focus more on animal life as NGC expanded into other programming arenas. It took the place of Fox Reality Channel.

Rich Goldfarb, who heads sales at both networks, said advertiser appetite has been strong because the new network is viewed as "safe content" with a "family focus."

Meanwhile, NGC is growing distribution, which is expected to be in 75 million homes by the start of the new broadcast season. The network plans to launch 13 series, including one carrying the working title "Rocket Men," about "self-proclaimed Alabama rednecks" with PhDs who solve scientific conundrums.

There is also "The Indestructibles" about individuals who have cheated death by surviving a plane crash or a collision with an 18-wheeler, with an examination of how they might have made their escapes.

NGC has had success with "Alaska State Troopers" and is setting another series in the state. "Alaska Wing Men" focuses on the troubles pilots have in flying there with the tumultuous weather and difficult terrain as they are counted on to deliver supplies to remote areas.

Goldfarb said NGC is exploring increasing opportunities for marketers to do product-placement deals. "We're beginning under the right circumstances to do more," he said. Subaru has been a staple on "Dog Whisperer."

With networks such as History and the Discovery fleet investing more heavily in original reality programming, can there ever be too much?

"The appetite for good nonfiction programming has only grown," Goldfarb said. "If the programming is well-done, there's a place for it."

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