Discovery Turns HGTV, ID and Food Network Promos Into Surprise Shark Week Spots

Taps entire portfolio to celebrate the channel's ‘Super Bowl’

One spot features a montage of stars from five different networks—Discovery Channel, HGTV, Food Network, TLC and ID—screaming “Shark!” Discovery

Since acquiring Scripps last year, Discovery Inc. has been leveraging its entire expanded network portfolio to cross-promote its biggest programs, but the company is taking that strategy to the next level for Shark Week.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.