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'Discovery Atlas' Goes High-Def

27 Sep, 2006 By: Thomas K. Arnold

Discovery Communications is going high-def with its acclaimed series “Discovery Atlas.” In what the company says is a first for a television series, “Discovery Atlas” episodes will be released on both the HD DVD and Blu-ray Disc formats, as well as standard DVD.

The first title to get the multi-platform treatment, Discovery Atlas: China Revealed, will make its worldwide television premiere Oct. 1 on the Discovery Channel and Discovery HD Theater.

The discs will be available in Discovery's 100-plus retail stores in late October.

To promote the program, Discovery is holding a sweepstakes, distributing scratch-off game pieces at its stores. The grand prize is a trip to China. The winning code will be revealed during the premiere of China Revealed.

In addition to putting its shows on disc, Discovery also is offering companion content, such as interactive trivia games and exclusive short-form videos focusing on different aspects of the featured country's culture, at www.discoveryatlas.com, through Discovery Mobile, Google Earth and the iTunes Music Store, and through Discovery Education products, unitedstreaming and COSMEO.

“Through rich content extensions of Discovery's global new media, educational and commerce assets, we hope this project will bring greater understanding and learning about the world by reaching people through all of the many ways that they consume content today,” said John S. Hendricks, the founder and chairman of Discovery Communications.

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