Couple interesting announcements out of Discovery today. First, the network said it would premiere selected shows — two a week — on Discovery.com before they air on TV. Second, Discovery will launch the “first-ever 24-hour television network dedicated solely to green lifestyle programming” called PlanetGreen. Smart. Both press releases below…
PRESS RELEASE — April 5 /PRNewswire/ — Starting in third quarter 2007,
Discovery Communications will host two free online premieres per week from
various new and returning series across its stable of U.S. networks. Called
“Discovery iPremieres,” the ad-supported full-length episodes will be
available on http://www.discovery.com for one week prior to their network
airdate. The initiative is designed to drive new and unique viewers to
Discovery’s TV channels, while extending advertisers’ exposure and
touchpoints with Discovery shows and brands.
“To lead in new media and build out entitlement for each of our brands,
Discovery must cut new paths and create bold extensions for our content,”
said David Zaslav, president and CEO, Discovery Communications. “Through
the iPremieres strategy we can broaden the reach of our brands and TV
programming and draw new audiences to our channels, while creating new
inroads for our valued advertisers.”
iPremieres will rotate weekly among Discovery’s networks, and will be
plucked from the channels’ highest performing programs. Initial programs
slated for iPremieres in third quarter 2007 include Discovery Channel’s MAN
VS. WILD and DIRTY JOBS, TLC’s AMERICAN CHOPPER and WHAT NOT TO WEAR and
Discovery Kids’ BINDI: THE JUNGLE GIRL. iPremieres schedules for other
Discovery Networks will be announced soon.
Affording national advertisers even deeper value, iPremieres will also
be packaged with taggable bonus material such as best-of clips, outtakes,
behind- the-scenes footage and exclusive interviews with hosts, producers
and crews.
PRESS RELEASE — April 5 /PRNewswire/ — Discovery Communications
Chief Executive David Zaslav today announced Discovery PlanetGreen, a
global, cross- platform initiative including the first-ever 24-hour
television network dedicated solely to green lifestyle programming. The
initiative also includes a $50 million investment in new original content
and a robust multi-platform offering with interactive tools and
comprehensive “how-to” resources. The announcement will be made at the
Discovery Communications Upfront presentation at New York’s Lincoln Center.
“The Earth has been central to Discovery since John Hendricks first
chose the planet to represent our brand. The goal of Discovery PlanetGreen
is to use Discovery’s worldwide credibility to be the most comprehensive
and trusted global resource for celebrating, preserving and protecting the
planet,” said Zaslav. “The enormous viewer response to PLANET EARTH
demonstrates the interest and passion for more information about our
wondrous planet. Discovery PlanetGreen aims to be the number-one media
destination for this growing consumer segment.”
The Discovery PlanetGreen global initiative consists of the following
elements:
— First-ever 24-hour television network in the United States: Beginning
in 2008, Discovery Home Channel will re-brand as the first 24-hour
green channel in the United States. The network, expected to debut in
over 50 million U.S. homes, will be dedicated to the highest quality
programming for a green lifestyle. The network’s content will provide
entertaining, authentic and quality information for such categories as
eco-design, organic food and green architecture.
— 50 million Original Programming Investment: Discovery is investing $50
million to create the highest quality content focused on sustainable
development, conservation, organic lifestyles and healthy living across
the company’s portfolio of 14 U.S. television networks. The priority
will be on core genres such as science and technology, transportation
and ecotourism, engineering, home greening and organic living. The
first major content initiative will be Discovery Channel’s new special
series, TEN WAYS TO SAVE THE PLANET. This ambitious series, premiering
3Q08, will be a global effort to find solutions to the planet’s most
serious environmental threats, and will work with the world’s leading
eco-scientists to test innovative and ground-breaking ideas, including
wrapping glaciers in thermal blankets to stop their melting, dropping
thousands of saplings from planes to provide mass reforestation, and
painting entire towns white to reflect the sun..
— Robust Multi-platform offering: Discovery PlanetGreen will provide a
forum for people curious about their world and how they can make a
difference. The web will be a forum for like-minded individuals and
feature an array of consumer resources, tools for measuring consumer’s
carbon footprint; relevant tips on how to “green” homes, cars, yards
and offices; reliable status reports on climate change, polar melting,
deforestation, endangered species, and the environment’s impact on
animal behavior. Also, Discovery will produce original video content
for all digital platforms including original short form series such as
“Go Green,” which will present simple steps on how consumers can make a
difference on a personal and global basis.
— Scientific Exploration: Beginning this year, explorer and wilderness
educator Josh Bernstein will lead an annual scientific journey, funded
by Discovery Communications, to the planet’s most endangered locations.
Comprised of educators, students and sponsors, Bernstein will take
these groups to the most critical environments to raise awareness about
the planet’s plight.
— World Renowned Advisory Board: To appropriately guide Discovery’s many
global efforts, the company will create an advisory board made up of
the world’s most preeminent scientists, researchers, innovators and
environmental leaders. The Discovery PlanetGreen Advisory Board will
advise and support the company’s program development, partnership
outreach and corporate innovation activities.
— Innovative Corporate Leadership: Discovery will host a PlanetGreen
Innovation Conference showcasing the latest inventions and innovative
technologies currently being developed around the world. The conference
will bring together top business leaders, leading scientific experts,
and top conservationists for an open dialogue on ways to protect and
improve the world we live in.
— Talented Creative Executive: Leading Discovery PlanetGreen will be one
of Discovery’s most talented senior executives, Eileen O’Neill, former
General Manager of the Discovery Health Channel. Eileen will develop
and execute an integrated, multi-platform strategy, launch the
dedicated 24-hour network, and provide leadership and coordination
across this global corporate initiative.
— Living and Working Green: Discovery will further its commitment to
responsible operations with plans to secure the Leadership in Energy
and Environmental Design (LEED) Silver certification as issued by the
U.S. Green Building Council and to make its global headquarters in
Silver Spring, Maryland a carbon-neutral building.
— Working with Partners to make a difference: In addition to pursuing its
own LEED certification, Discovery will be working with a broad
coalition of well-established partners, such as The Nature Conservancy,
Treehugger.com, and Grist.org, to produce relevant and entertaining
programming, provide timely, reputable information, and inspire
individuals to make a difference.