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Forget Survivor and When Pets Attack. “We’re the market leader in real-life drama,” says Jana Bennett, general manager at TLC, the cable company that runs The Discovery Channel, Animal Planet and other nonfiction outlets. That’s the basis for the cable net’s “Are you human?” branding effort. The challenge for TLC’s media agency, Creative Media, was how to translate the client’s “life unscripted” themeline into a complementary and impactful media strategy.
The solution, according to Creative Media planning director Enza Chiodi, was to build a plan based on media that echoed the spontaneity of unscripted living.
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