by Whembley Sewell

COMPANY OVERVIEW & INFLUENCERS: 

Discovery Communications is the leading creator of non-fiction media content in the world.[2] Since its founding in 2005, Discovery’s influence has grown to span over 200 countries across multiple different media platforms.[3] Under the leadership of CEO and President David Zaslav, the company has been experiencing many successes, in the realms of both finance and popularity. The company’s stock has increased 51.1% since the previous year,[13] viewership for their various channels have been at all-time highs with an estimated 1.7 billion subscribers.[15] New ventures are also beginning to break even and gain a strong foothold within the world of cable television.

HOLDINGS & MAJOR SUCCESSES:

From websites, to various cable channels, to magazines, Discovery Communications does it all. Their dedication to providing both entertaining, yet educational and informative content, factor into their overall success with their audiences. They produce material on each of their sites and channels that have worked to generate a large following and strong ratings. Each one of Discovery Communications’ holdings has a loyal group of viewers that are drawn in day and day out by the unique content that Discovery creates.

One of their most notable holdings includes the channel bearing their name, The Discovery Channel. Since its founding in 1985, it has served the purpose of exposing viewers to the inner workings and complexities of the world, be it subjects including technology, history, or science. The Discovery Channel has stationed itself as “the number one media and television brand in overall quality”, providing its audiences with content featuring top of the line cinematography. Some of the programs that are popular now include Deadliest Catch and MythBusters.

The Learning Channel, or TLC also stands out amongst Discovery Communications as a heavy-hitter in the world of cable programming. In 1991, when Discovery acquired TLC for $31.5 Million, they used the opportunity to launch more reality programming. Early programs like “Trauma in the E.R” paved the way for other successful reality shows like “Trading Spaces” and “What Not to Wear”. Now, TLC is churning out multiple hit shows like “Jon & Kate, Plus 8”, “Toddlers & Tiaras”, “DC Cupcakes,” “Cake Boss”, and the craze that is “Here Comes Honey Boo Boo”.[9] Though shows like “Toddlers & Tiaras” and “Here Comes Honey Boo Boo” draw in some negative criticism from viewers, many of these non-fiction series and their respective casts have become “worldwide phenomena” that continuously draw ever broadening audiences in to the programming that Discovery Communications has to offer.

 CURRENT VENTURES: 

In 2012, as an attempt to cater to the “internet generation”, Discovery Communications acquired Revision3. All of its content exists on Revision3.com, but it can also be viewed on a television. Their also features programming features content that can be accessed on various different mobile devices, and can be found across the internet on sites like YouTube, Dailymotion, and Metacafe. It is estimated that Revision3 rakes in about 23 million viewers, all looking to enjoy the network’s shows about technology, modern culture, and music amongst many other things.[7] Though the site and its extensions rake in an estimated 80 million views monthly, efforts are being made to improve these numbers. In order to increase the popularity amongst their target demographic, Revision3 recently launched an XBOX360 app for easy access. This will allow them to reach over 70 million people,[11] and aligns them with other over the top video services such as Netflix, Hulu, and HBOGO.

3Net is a revolutionary concept created by world class teams at Discovery and leading studios Sony, and IMAX.[18] The entire channel serves the purpose of creating top of the line, three-dimensional content. 3Net, released in early 2011 and fully launched in late 2012, is now functioning as the first and the only 24/7 3D network.[17] Its unique position as the first channel of its kind allows 3Net to have established one of the “most extensive” libraries of 3D content in the entire world.[19] It has something for everyone, offering a wide range of programming in every genre, be it documentary, action, lifestyle, cuisine, kids and family, or travel.[17] Even though it in its infancy, this network has been well received and has acquired a base of approximately 40 million viewers already. Their distribution affiliates have grown to include companies like DIRECTV, Comcast, and Netflix.[21] In order to provide their increasing influence and generate even more widespread appeal, 3Net has been looking to create the highest quality content. In the works is the development of 4K and UltraHD programming that will provide 3Net’s audience with best grade of entertainment possible.[21]

One of Discovery’s most recent and notable ventures is that of OWN, or Oprah Winfrey Network. OWN, a network with a very female-centric focus, has allowed Discovery Communications to market on Oprah Winfrey’s massive audience and has used Winfrey’s widespread appeal to launch extensions of the world reknown Oprah Winfrey show. Shows such as “Oprah’s Next Chapter”, “Oprah’s Lifeclass”, and “Oprah’s Masterclass” all utilized Winfrey’s fame to springboard her entire network. [4] Unfortunately, OWN was off to a rocky start and its potential for success was questioned early on. After starting with losses of $330 Million and upwards, rumors flew that the network would be quickly axed.[5] Fortunately, Winfrey has recently partnered with other heavy-hitters like Tyler Perry to produce new and diverse releases to draw in bigger audiences. [4] New shows debuting in May, like Perry’s “The Haves and the Have Nots” and “Love They Neighbor”, are OWN’s first ventures into scripted series, which hopefully will help them to bring in more viewers and compete with other networks with largely female audiences like Bravo and Lifetime.[8]

WORKS CITED: 

[1] http://media.corporate.discovery.com/blog/wp-content/uploads/2012/04/DISC-COMM-pos-4c.png

[2] http://corporate.discovery.com/our-company/overview/

[3] http://www.reuters.com/finance/stocks/companyProfile?symbol=DISCA.O

[4] http://www.oprah.com/own

[5] http://www.dailymail.co.uk/news/article-2140773/Oprahs-OWN-network-Losses-approach-330m-amid-predictions-axed-year.html

[6] http://www.mediabistro.com/prnewser/files/2011/01/OWN.jpg

[7] http://corporate.discovery.com/brands/revision3/

[8] http://online.wsj.com/article/SB10001424127887324391104578225750715281798.html

[9] http://www.businessinsider.com/history-of-tlc-from-learning-channel-to-honey-boo-boo-2012-11?op=1

[10] http://www.canadianfreestuff.com/wp-content/uploads/2012/07/Toddlers-300×225.gif

[11] http://www.reelseo.com/revision3-xbox-360-perfect-match/

[12] http://www.vivatv.ro/wp-content/uploads/2011/12/discovery-channel-logo.jpg

[13] http://www.deadline.com/2013/04/discovery-david-zaslav-2012-compensation-salary/

[14] http://www2.pictures.zimbio.com/gi/Summer+TCA+Tour+Day+3+Di10W00Q6aql.jpg

[15] http://www.reuters.com/finance/stocks/companyProfile?symbol=DISCA.O

[16] http://media.corporate.discovery.com/blog/wp-content/uploads/2012/08/revision3-logo.jpeg

[17] http://press.discovery.com/us/3n/info/

[18] http://corporate.discovery.com/brands/us/3d-network/

[19] http://www.3net.com/about

[20] http://www.adweek.com/files/cable.3NET_SONY.ad.jpg

[21] http://corporate.discovery.com/discovery-news/3net-marks-second-anniversary-dramatic-growth-cons/