Discovery Going Native on the Web5 Apr, 2007 By: Jessica Wolf
Discovery Communications plans to use the Internet to drum up interest in its serial programs and special feature-length presentations.
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 at 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 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.”
iPremiere selections will rotate weekly among Discovery's networks, and will be plucked from the channels' highest performing programs.
Initial program slated for iPremieres in third quarter 2007 include Discovery Channel's “Man Vs. Wild,” “Dirty Jobs,” TLC's “American Chopper,” “Man vs. Wild” and “Dirty Jobs,” TLC's “American Chopper” and “What Not to Wear,” as well as Discovery Kids' “Bindi: The Jungle Girl.”
iPremieres schedules for other Discovery Networks will be announced soon.
iPremieres also will be packaged with taggable bonus material such as best-of clips, outtakes, behind-the-scenes footage and exclusive interviews with hosts and producers.