Television: Squawking With the Animals

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Irwin's way-wild kingdom is leagues removed from the traditional approach of National Geographic, which launched its own cable channel in 10 million homes this month. The National Geographic Channel, a partnership with Fox Cable Networks, will exploit the group's brand and extensive, 35-year-old library of footage. It will also present new programs like the news show National Geographic Today, which will focus on nature, science and conservation, in hopes of providing a harder-core, more adult-focused alternative. Programming executive vice president Andrew Wilk points to the contrast between A.P.'s hosts and Geographic's star contributors, like Stephen Ambrose (who offers historical perspective on various programs) and primatologist Jane Goodall, as well as personalities like biologist Dr. Brady Barr, a correspondent for National Geographic Today and the prime-time nature show Living Wild, who, Wilk says, "does what Steve Irwin does but in a more authentic way." (Still, the channel may have learned from its competition: it has re-edited the slower-paced older films and added to the lineup On the Edge, about adventurers and dangerous expeditions, and Extreme Planet, showcasing natural disasters.

Can Geographic's hard science match A.P.'s hard sell? Analyst Baine thinks that while the newcomer is unlikely to grow as fast, there's room for both. Anyone who doubts the commercial power of animals--one of the few references we all have in common--has clearly never watched a Budweiser frogs ad. And now we have twice the opportunity to get in touch with our inner hedgehog. --Reported by Jeanne McDowell/Los Angeles