With 'Breakthrough' TV Series, GE Looks to Boost Brand Awareness Globally
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Last week at the Upfronts event in New York, GE announced plans to produce a new TV series called “Breakthrough,” which will begin running on the National Geographic Channel in November.
GE is partnering with award-winning producers Ron Howard and Brian Grazer at Imagine Entertainment, as well as producers at Asylum Entertainment, on the six-part documentary series, which will highlight science and technology innovations.
The series is the latest effort by GE to move more deeply into content as a key part of its marketing strategy. Over the last year, GE has sponsored a recurring segment on “The Tonight Show” called “Fallonventions,” which showcases inventions by kids. It worked with Vice Media’s in-house creative agency Virtue Worldwide on a nine-part digital video series titled “The Invention Factory” for GE’s YouTube channel. And it partnered with filmmakers Gavin Free and Daniel Gruchy — producers of “The Slow Mo Guys” web series — to show off science inventions on GE’s YouTube channel. GE did not disclose the budget for the “Breakthrough” series.
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