It is believed that a decision is close on the shape of Nat-Geo 2, the second channel National Geographic intends launching before year-end. Jerry Glover, who heads National Geographic’s UK operation, declined to confirm whether it would be a multiplex of the existing channel or based around different subject matter. However, he confirmed that discussions are at an advanced stage with the UK, Scandinavia and Poland high on the target for expanded services.
Speaking about the recent European Media & Marketing Survey (EMS) which placed Nat-Geo as one of its highest-rated channels, Glover said: "We seem to do well linked to the relative maturity of the market. In Poland, South Africa and Australia we are in the top five channels. Usually it is us and Discovery, switching positions, and then movies and sport ahead of us. But the two documentary services rate very highly. In Poland we are in the top six or seven channels. They are places where competitors didn’t have anything like a head start."
Glover said the EMS survey focused on markets "where we have meaningful distribution. In this region [Benelux, Denmark, Norway, Sweden and UK] we have 13 per cent weekly reach compared to MTV’s 19 per cent which we think is pretty good. We are within striking distance of the top boys." He said: "In Poland we have around one million homes and we have spun off a Hungarian version with 700,000 homes, and we are looking at Czech and Slovak versions." He said Nat-Geo has held conversations with Most Group and NTV about a Russian version, "but given the state of the Russian market we are holding off for the moment."
