NGC, Discovery Top Beta Brands Study - Multichannel

NGC, Discovery Top Beta Brands Study

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National Geographic Channel and rival Discovery Channel are the networks viewers want to see the most in HD, according to Beta Research Corp.’s latest brand study.

NGC was the top-ranked midsized network, with 48% of respondents saying they’d like to see the channel in HDTV. It was followed in the midsized category by Speed Channel (40%), ESPN Classic (35%) and Outdoor Life Network (35%).

Discovery led the major cable networks, with 47% of respondents saying they’d like to see the channel in HD. Discovery was followed by major networks ESPN (44%), The History Channel (44%), Sci Fi Channel (39%), ESPN2 (37%), Disney Channel (36%) and Food Network (34%).

When viewers were asked which networks they find the most entertaining, Comedy Central and Disney led the major networks, with 79% of viewers ranking the channels as the most entertaining. They were followed by Discovery (78%) and Animal Planet (74%).

NGC was the most entertaining midsized network, according to the survey, followed by Hallmark Channel (70%) and GSN (67%).

Niche-cable-network viewers apparently pay more attention to commercials, as the survey found that 25% of respondents said they pay attention to ads on Food, followed by Scripps Networks sister Home & Garden Television (22%), Discovery (20%), Travel Channel (20%), ESPN (19%) and History (19%).

A total of 75% of respondents selected The Weather Channel as the most valuable cable network, followed by History (73%), Discovery (68%), Food (59%), HGTV (59%) and Animal Planet (52%). NGC was the top-ranked midsized network in terms of value.

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