Nat Geo’s Content Chief Explains Canceled Shows, Focus on "Bigger, Better" Projects
National Geographic’s acquisition head, Christian Drobnyk, addressed the wave of high-volume show cancellations at this year’s Content London conference. In a landscape where cable television is fading, Nat Geo has shown the door to long-term staples like Wicked Tuna after 13 seasons and Life Below Zero after an 11-year run.
Drobnyk acknowledged the changing media landscape, stating, "We need to start to look at how those shows are built and what their price points are. Those shows were greenlit when we were a linear-only platform and that world has changed dramatically."
The decision comes amidst a wave of cable show cuts and widespread industry layoffs. Earlier this year, Nat Geo laid off 60 employees. This restructuring reflects a larger trend, as highlighted by ITV America CEO David George, who noted that the decline of cable has made it challenging for independent producers, particularly those relying on high-volume programming.
Despite this shift, Drobnyk emphasized that Nat Geo is not abandoning high-volume content altogether. He explained, “We still want to program our linear networks with a strong slate and high volume of content. " Rather than cancelling high-volume entirely, Drobnyk suggests a reevaluation of the economics: "The best way is to look at acquisitions and co-pros."
The network is pursuing a strategy of producing fewer but "bigger, better" projects, focusing on buzzy documentaries featuring high-profile talent like Idris Elba and Tom Hiddleston. This approach prioritizes content with broad appeal and greater brand definition, ultimately allowing Nat Geo to own a larger share of the projects’ rights.
Drobnyk highlighted examples like Pirates: Behind the Legends and UFOs: Investigating the Unknown, a collaboration with Vice, as indicative of this new direction.
The restructuring reflects a broader trend in the television industry, where the traditional cable model is facing increasing pressure. Networks like Nat Geo are adapting by rethinking production costs, pursuing strategic partnerships, and prioritizing high-impact content with a strong brand identity.
