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Duracell Produces TV Series

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LOS ANGELES Duracell has launched a global television series focusing on science, technology and man's quest for knowledge, the company said.

This is the first time Duracell has produced a TV series, according to a representative for the alkaline battery manufacturer in Bethel, Conn. Spending on the effort was undisclosed. Duracell is a unit of Boston-based Gillette.

The hour-long program, Explorations, debuted on Sept. 6 at 5 p.m. on the National Geographic Channel. An additional five episodes will follow. Topics include discoveries in space, evolution, communication, vision, mind and body and transportation.

Duracell partnered with Broadcast Marketing in London, combing the archives of BBC Worldwide to produce the program. Duracell's media agency, WPP Group's MindShare in New York, brokered the U.S. broadcast agreement.

"Duracell has always been in the forefront of pushing the envelope of battery technology," said Duracell representative Paul Fox. "[This show] perfectly aligns with what Duracell is."

Explorations will also air in the U.K. on the BBC World service beginning in November and on National Geographic Channel International in the first quarter of 2004. Starting in October, the program will also roll out to more than 100 markets globally. A companion Web site, www.explorations.tv, has been created to provide interactive content related to the series, along with program highlights.