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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.
To market this week’s annual shark-themed event, which company execs call its “Super Bowl,” Discovery Channel worked with sister networks HGTV, ID, Food Network and MotorTrend to create spots that initially seem to be promos for a series like Chopped or Homicide Hunter before revealing themselves to be a surprise Shark Week spot.
“It’s
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