Nat Geo WILD recently launched its first major foray into the digital space, a new web series called wild_life with Bertie Gregory. The series follows the titular Bertie Gregory, a young wildlife photographer, as he tracks down and films predators on Vancover Island. Cynopsis Digital recently asked Nat Geo WILD EVP & GM Geoff Daniels about the new series, and about the network’s digital future.
Cynopsis: Why is now the time for Nat Geo WILD to dive into the digital space with an original series? And why was wild_life the right series to start with?
Daniels: Given the incredible growth of Nat Geo WILD over the last six years, combined with the launch of the new National Geographic Partners venture this past November and the unparalleled portfolio of media assets that came with it, the time was right to transform WILD from being a pure linear cable channel into a lifestyle brand that inspires and engages our animal-loving audience with the kind of content, experiences and information they want about the animals and wild places they love most — anywhere, anytime they want it.
To do that, I felt we had a unique opportunity with wild_life to start blazing that trail across the digital and social landscape in a new way that would enable us to engage more diverse, broader audiences who share our passion for nature in ways traditional TV just can’t. Clearly the internet loves animals, but there’s very little premium online content out there, so when we saw how ridiculously talented and obsessed Bertie was about the mysterious coastal wolves of Vancouver Island both as a photographer and naturalist, we felt there was no better ambassador or digital adventure better suited to announce our entry into this brave online world than Bertie and this series.
Cynopsis: How do you expect your digital audience to differ from your linear audience, and how will your content decisions reflect those considerations? For instance, are there ways — stylistically, content-wise, etc. — in which you intend this series to differ from your linear programming?
Daniels: On both platforms, our audience can continue to expect the same kind of vibrant, innovative, fiercely fun content that has set WILD apart from our competition since the day we launched. We know what kind of quality and entertainment values they expect from us, so we’ll continue to over-deliver on THAT day in and day out.
But we also know that our digital audience has an overwhelming amount of content to choose from and consumes content much differently than those at our linear channel. So with millions of potential new fans around the world, we have to be willing to experiment with formats that rise far above the typical click-baiting that’s out there and focus on engaging our audience with fresh talent who have something real to offer, delivering breathtaking visual experiences and taking unexpected creative approaches that inspire our online community to join the experience and share every bit of it with their social networks.
To that end, wild_life is much different than anything we’ve produced for TV. The show is geared toward a younger viewer and packed with epic animal encounters, surprising graphics-driven takeaways and an irrepressible attitude designed to make our audience a part of the adventure, with quick-hitting four- to six-minute episodes that put them right next to Bertie every step of the way.
Cynopsis: What are some of the challenges when it comes to monetizing a linear brand’s very first digital series? And what is the overall monetization strategy — is it just about generating digital ad revenue, or do you think the series will also play a broader role in expanding the reach of Nat Geo WILD’s overall brand?
Daniels: wild_life is valuable to Nat Geo WILD because it furthers my vision of creating a brand that adds real value and meaning to peoples’ lives and has real-world impact beyond linear TV. If we can figure out how to make money and plow some of that back into our mission, great! But the initial goal for greenlighting the series was to bring Nat Geo WILD to an entirely new platform where other animal lovers could get the chance to interact with us and help us evolve the brand into something that truly serves their passion and fuels their interests. If we stay focused on that, the money will naturally follow.
Cynopsis: What’s your vision for the overall future of Nat Geo WILD?
Daniels: Nat Geo WILD is committed to animals and animal lovers. We have succeeded as a network because we know who we are and have never strayed from our identity. My vision is to bring this amazing brand and everything it stands for to people who love animals as much as we do, everywhere … not just those who watch TV. So the Nat Geo WILD lifestyle must be a different kind of consumer experience — one that taps the power of National Geographic Partners and the National Geographic Society to reach everyone who wants to be inspired, who wants to make a difference in the world while feeding their passion wherever they happen to be. That is the vision that will propel Nat Geo WILD’s growth and value no matter what happens in the TV industry.
Aside from our first digital series, some initiatives that are already expanding the WILD brand include books, magazines and museum exhibits. We are working with our partners within National Geographic to create the first-ever Nat Geo WILD magazine, a special newsstand edition that will be available this fall. We are also bringing audiences on daily live safaris through our SafariLIVE webcast, which is available at www.wildsafarilive.com. We work with a number of different organizations to raise awareness for threatened and endangered animals through screenings and events around our monthly Mission Critical series. And we will also be working with our Travel, Kids and Licensing teams to further expand the kinds of products, services and experiences we offer those wanting to get in touch their wild side!
In short, this is just the beginning for “Nat Geo WILD Everywhere,” and the vision to make us the leading brand for animal-loving consumers across the globe on-air, online, in homes, in stores, in theaters, at work, at play, in schools. You get it. Literally … everywhere.
Cynopsis: Do you think that wild_life will be Nat Geo WILD’s first digital effort of many? Between audience reaction, advertiser interest and other factors, what aspects of the show’s performance will you pay particularly close attention to in order to help guide your thinking on future digital efforts?
Daniels: Yes. wild_life is just the start of our digital initiative with a whole range of fun and different series from amazing content creators and influencers coming in the near future. For wild_life specifically, we are keeping a close eye on our online community and their level of engagement to gauge how they feel about the experience and the approach, and to what extent Bertie inspires them to share and join the conversation. It is still too early to tell how successful the series will be, but the feedback so far has been great. Between Bertie’s excitement to interact with his followers and the outpouring of approval from audiences who have watched the first few releases, I think the series is off to a strong start, and with what we are learning right now, the future of Nat Geo WILD is extremely bright.
