Discovery Wants to Unify the Fragmented Broadcast Landscape

Discovery’s roster of channels—including its flagship Discovery Channel, along with Food Network, TLC and more—is about to become a bit more cohesive.

Today, the media company announced a multiyear partnership with FreeWheel that will see the Comcast-owned company offer a single, unified platform for media buyers looking to manage their buys across Discovery’s buffet of channels. It’s a move that, per the company, will help advertisers reach viewers across the company’s streaming platform, Discovery GO, along with viewers that catch their favorite Discovery programs through the apps offered by cable or satellite providers.