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National Geographic Rebrands, Drops ‘Channel’ From Its Name

NatGeo is finally dropping “Channel” from its name. A year after bringing all the other National Geographic entities — the magazine, the National Geographic Society — under the 20th Century Fox corporate umbrella, National Geographic Partners is going to start acting like one big adventurous family, and it’s giving itself a new tagline to boot: “Further.”

“[‘Channel’] suggests this linear television destinations and increasingly that’s not the way people are consuming us,” explained National Geographic Global Networks CEO Courtney Monroe. “We are one, and we are working more closely together.” Monroe put forth the upcoming NatGeo series “Mars”, premiering Nov. 14, as an example: Yes, it’s a big event series, a hybrid of documentary-style interviews interwoven with a fictional narrative about the mission to colonize the Red Planet. But, she pointed out, it’s also the cover story of the November issue of the National Geographic magazine, as well as the topic of two books — one for kids, and one for adults.

The new NatGeo began taking shape in 2015 with an expansion into scripted and unscripted series from the likes of Brian Grazer and Ron Howard, and “Mars” is just a taste of what’s to come. “‘Further’ is more than just a brand. It’s a call to arms, a rallying cry, an ever-shifting marker of progress,” Monroe said.

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