Optus and National Geographic have announced an exclusive Australian partnership to launch the National Geographic app.
It is the telco giant’s first major programming play since it secured the English Premier League rights at the end of 2015.
MORE: Optus secures Australian rights for the Barclays Premier League
In a global first, the mobile app brings together 129 years of storytelling, delivering it right into the hands of eligible Optus mobile customers. Optus is the first in a series of global partners to team up with National Geographic to launch the app.
Each customer will have a personalised experience with content increasingly tailored to suit their preferences. Customers can choose to read articles, watch a documentary, or scroll through photography – all without using their data.
New, existing and recontracting Optus My Plan Plus/Flex and My Plan Business/Flex customers on handset plans $40 and above will have exclusive access to the video, photographic and editorial content on National Geographic’s mobile app included in their plan at no extra cost, and without using their plan’s monthly data allowance. Content such as ads, authentication and app analytics are excluded and will incur data charges
Jacqui Feeney, managing director of Fox Networks Group ANZ, said, “The launch of this app sees major investment in a digital-first product come to fruition. It has been a true collaboration between National Geographic and the team at Optus. It delivers on our vision to lead digital entertainment by moving the brand from reverence to relevance in a mobile-led world. The app expresses what National Geographic stands for – taking the extra step, driving exploration and going further, all of which are built into the product’s DNA.
“We have a treasure trove of global content that will be topped up with local stories we are bringing to Optus mobile customers as a world first experience. The app enables users to get closer to the work of our explorers, photographers, filmmakers, scientists and conservationists. We understand freshness and local relevance is key so the product will provide a regularly updated and personalised experience to ensure users watch, look at and read the content they love the most.”
Ben White, managing director of marketing and product at Optus, said, “We know our customers want the best in entertainment, and the National Geographic App will offer them an experience like never before with an unprecedented range of video, photo and editorial content, all in one place, and tailored to the individual for a rich and immersive experience.
“We’re extremely proud to be able to offer this exclusive to our customers in Australia, and to build on our partnerships with the best entertainment, sport and music brands in the world. National Geographic is one of the world’s most respected and recognisable brands, with the unique position as one of the only publications with more than a 100 years’ worth of unique content to share from some of the most pivotal events of the 19th, 20th and 21st centuries.”
The National Geographic mobile app will be regularly updated with fresh content from the brand’s global network of storytellers. The app’s content will grow over time, initially launching with:
• Nearly 5,000 long and short-form videos, including over 1,500 TV show episodes
• Two live TV channels: National Geographic and Nat Geo Wild
• Over 28,000 photos and galleries by some of National Geographic’s leading photographers
• National Geographic magazine editions starting from January 2009 plus the 1888 full first edition
• Local and international articles published online from January 2014
• Live feed from National Geographic’s world-leading Instagram accounts, and
• Exclusive video content only available to Optus customers
• App is exclusive for 18 months
• App includes selected magazine content
Customers must be 18+ years or have parental permission if they are 15-17 years.