Shark Week Takes a Big Bite out of Social TV
According to AdAge, Discovery Channel execs first conceived of their big-name summer staple “Shark Week” during a hotel room brainstorming session way back in 1987, when cable was still new and the channel itself was only two years old. Desperate to attract viewers, they noticed that shark-related programming always precipitated a ratings jump. In a moment of inspiration, former executive Steve Cheskin reportedly blurted out “shark week”, leading founder John Hendricks to respond with a smile and a eureka-like “that’s it!”
Now, a quarter of a century and a generation of shark enthusiasts later, “Shark Week” is cable’s longest-running promotion; it has consistently attracted more than 20 million viewers since 2003.
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