Nat Geo: 'From old school reverence to digital-driven relevance'

Daisy Doctor
By Daisy Doctor | 6 July 2017

National Geographic is on a journey "from old school reverence to digital-driven relevance,” and is tapping Optus to help it along its route, says Fox Networks Group ANZ MD Jacqui Feeney said.

Speaking at a launch event this morning in Sydney, Feeney was joined by Optus CEO Allen Lew, who added that the telco’s partnership with National Geographic is an important step in transforming the business into a “mobile multimedia services provider”. 

On Tuesday, AdNews revealed Optus has partnered with National Geographic to create a world-first app that combines all of its assets into a single user experience.

The move is part of a broader strategy to build content that will help Optus expand its postpaid customer base, which in the past year has seen three times more net additions after the telco began broadcasting exclusive coverage of the English Premier League.

 Lew said the telco wants to become "mobile multimedia services provider".

“Instead of just providing content for a segment of the population, our partnership with National Geographic reaches every signal Australian, whether they have an interest in science, nature or history," he said.

Optus began a journey three years ago to make content a core part of its business. This included a huge $180 million investment in the Premier League. 

The app, which can only be accessed by Optus postpaid customers, allows users to stream on demand National Geographic content without data charges.

It is the first time the famous yellow rectangle will place its storytelling, photography and video content onto a single platform, with Australia the first market to launch.

This will include locally produced content that is exclusive to the Australia. The app will also offer real-time publishing of content from Nat Geo’s DC headquarters.

“From a National Geographic perspective, we are on a journey from old school reverence to digital-driven relevance,” Feeney said.

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