Brad Dancer

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National Geographic Channel

Brad Dancer

Brad Dancer considers himself more a television viewer than a "television maker." Yet the department graduate is a key man behind the programs at the National Geographic Channel.

"I've been here since Day 1; there hasn't been a show that is on the air that I haven't been a part of developing at least at some level," said Dancer.

Dancer's sense of humor certainly helps his work at the National Geographic Channel go more smoothly, but he would be nowhere without the essential skills that he learned at Purdue, he said.

Dancer manages all program research for the channel, including projects for developing new pilots shows, marketing, positioning, logos, creative development, and advertising.

"My job, in its most basic definition, is to act as a voice of the consumer by understanding their attitudes and behavior through primary (qualitative and quantitative) and second (Nielsen ratings and other) research," Dancer said.

Since his promotion from director of research to vice president of research, Dancer has gained new responsibilities and projects. In addition to managing a larger staff, he now works on broader ventures, such as partnerships with other networks and investigating expansions such as spin-offs, HDTV, and Internet advertising.

Dancer was the third employee to be hired at the National Geographic Channel; he has been with the company since its launch in May 2000.

Since its launch, the young company has won a running total of 30 awards, including industry, marketing, programming, and environmental awards, plus one Emmy. Personally, Brad has been honored by being asked to serve on producer panels at industry conferences, such as the Real Screen Summit and the Cable and Telecommunications Association for Marketing.

His favorite shows include "National Geographic Today," "Be the Creature," and "Crittercam."

Photo courtesy of National Geographic Channel

Apply to be on "Worlds Aparts"

His favorite, however, is "Worlds Apart," National Geographic Channel's answer to reality TV. "We take U.S. families and transplant them into a tribal culture to live for 10 days," he said. "No contest, no prizes -- just the chance to experience life outside of the comforts of their own home, which has created some fascinating shows."

The name of the program was actually a suggestion from a focus group participant during consumer testing. Then Dancer and his colleagues worked with public relations to get the show featured on such programs as "Oprah," "Good Morning America," and "Entertainment Tonight."

"Our job doesn't end when the show airs; it usually just begins," he said. "After 'Worlds Apart' aired, we worked with scheduling to find the ideal placement of the show, which episodes were working better than others, how our audience is interacting with the show as they watch it, and discussing what our best opportunities for success in future episodes/seasons would be."

The biggest honor for Dancer, however, is simply his position at the National Geographic Channel. As he said, "I am extremely young to be running a research department."

After having "fallen upon" an internship in New York, Dancer discovered the field of research as a career option. "It opened my eyes," said Dancer. "I always wanted to work in television, but I wanted to be a producer. I didn’t even know this whole area of television existed."

Dancer encourages students to seek out internships, saying, "There's only so much you can learn in a classroom, and you need to see how things are used."

Dancer, who graduated from Purdue in 1995 with degrees in both Telecommunications and Film Studies, is one of four people who approve new shows, and his broad communications background helps him to make wise decisions daily, he said.

"Getting a taste and an understanding of all areas of learning," including business classes, helped Dancer greatly. Without having takes such a diverse class load, he may not have gotten to where he is today, he said.

He lauded the Purdue academic advisers and professors, saying that they help one to understand the balance and the bigger picture, of college, careers, and life.

As a final word of advice to students currently at Purdue, Dancer said to make sure not to sleep through school, because there is much to be gained, but only if you are looking for it.

"Get out there and be proactive. Make the most of your time while you are at Purdue, because there are many assets to be used, and you can never go back to that point in your life."