Departing CEO Laureen Ong Comments on National Geographic Channel Plans and Environmental Commitments

In her last interview prior to resigning from National Geographic Channel, where she was founding president, Laureen Ong expressed her continuing passion for the network, confirmed her belief that the network was about to embark on its most exciting year and rewarding advertising sales season in its six year history, and outlined the network's ongoing commitment to programming focused on sustainability, conservation and climate crisis issues.

Ong departs National Geographic to become COO of another News Corp. property, STAR, the Hong Kong-based satellite operation. News Corp. owns the majority of NGC U.S. Ong's departure follows the recent departure of EVP programming, John Ford. Ong will stay with NGC through June and Ford stays on into August. David Haslingden was named CEO of NatGeo, veteran marketing executive Steve Schiffman was promoted to acting general manger, and Michael Cascio continues as programming vice president.

Following the announcement, Ong told Jack Myers Media Business Report, "It would be fair to say that this wonderful opportunity for me acknowledges and points to the tremendous success of NGC over the past six years. I leave NGC with a very bittersweet feeling. I am sad to leave a very talented team that I have grown close to and have enjoyed working with. I am however excited about where the team will take the business in the coming years."

Ong points to eleven programs on the network that generated at least a one rating in the first quarter of this year in its 65 million homes as evidence of the network's continuing growth. "Our first one rating was in October 2004," she recalls. "In 2005, we had eight programs that delivered a one rating; in 2006, there were 12. Something is going on here."

One of Ong's accomplishments was her commitment to produce every series in high definition and to simulcast the network in both analog and HD. "It's consistent with our brand," she explains. "We need to remain relevant and contemporary." The network's Upfront kit for advertisers is produced in a conservation friendly manner with the approval of the Forest Stewardship Council. In the same context, Ong has been a vocal advocate for expanding the network's programming related to the climate crisis. "There is enough evidence that global warming will affect my children and me in our lifetimes. Our offices are the first totally green building in D.C. The corporation is embracing this issue and pushing it to our employees by offering incentives to own a hybrid vehicle and use public transportation. We encourage people to come up with ideas on how they can incorporate green concepts into their daily routines."

Programming chief Cascio adds, "in our programming on climate issues we are presenting facts and allowing viewers to decide. The channel is based on science and research and we insist on double source accuracy. Our Human Footprint special this Spring will illustrate how personal decisions impact on the world." Human Footprint is one of four Incredible Earth specials sponsored by General Electric that are basically a biography of the earth. Ong interjects, "the earth is in old age now and it's having a temperature tantrum. The earth is a living, breathing organism and we're presenting it, with facts, from the perspectives of the past, present and likely future." Other specials include Impossible Planet Earth and Six Degrees, which offers facts and insights on what occurs to the earth as the earth's average temperature progressively increases by one degree to six degrees.

"We come by this programming honestly as part of our brand," says Ong. "There has always been a conservation message and inspiring people to care about their planet is part of our responsibility. We're not preaching and our viewers are smart enough to understand the facts."

National Geographic's programming archive has made it one of the most popular video-on-demand channels with 19 million subscribers. It has had tremendous success with the Dog Whisperer franchise and Naked Science, and is expanding its commitments to both series and specials, including The Road to War, a fourth quarter special that features interviews with several of the government officials who made the decisions that led to our current situation in Iraq.

Ong observes, "as trends shift, viewers spend more time with user generated content, and as viewers' choices increase the National Geographic brand is a beacon that stands as a trusted source. People need beacons and trusted brands that they can depend on and have confidence in. Advertisers also want to associate with and support media that offers strong brand equity with their audiences." In just the past two years, NGC has added more than 100 new advertisers behind the efforts of senior vice president Richy Goldfarb, who can be reached at rgoldfarb@natgeochannel.com for more information.