Why Shark Week Is Sinking Its Teeth Into July

As competitors churn the water, Discovery shifts its franchise a month earlier

In this year's promos for Shark Week, Discovery is calling it "The Most Wonderful Week of the Year"—and that's not just hyperbole. The network owes much of its success over the past three decades to the franchise, its annual weeklong programming celebration of all things sharks, which enters its 28th year with a bigger bite than ever.

Last year's Shark Week was Discovery's highest rated yet in adults and women 25-54, making it the week's No.

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