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NGC, Discovery Top Beta Brands Study

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.