Wednesday, May 16, 2007

Discovery to Ring Up 14 Mobile Series

Discovery to Ring Up 14 Mobile Series

Mike Shields

MAY 14, 2007 -

Discovery Communications is making one of the more aggressive mobile content plays seen to date among traditional media companies. The company said it plans to launch 14 original mobile series this year on Discovery Mobile, its 24-hour mobile network.

Four of the new third-screen shows will revolve around Discovery’s environmentally-focused PlanetGreen initiative, including the eight-episode Greenspace, which highlights individuals efforts to help protect the environment in small ways, and Go Green, a service-oriented eco-friendly series due in the third quarter.

Also in the works are What Are The Odds?, a 26-episode series kicking off this month that explores the odds of rare occurrences--ranging from winning the lottery to bumping into an old friend--and TLC’s Life Essentials, a ten episode short-form show providing basic tips on endeavors like raising children and throwing dinner parties.

All of the new Discovery shows are designed to be consumers in short snippets, as they run mostly three to four minutes in length. The shows, along with the company’s pioneering year-old made-for-mobile network (which does not yet carry advertising) are available on various paid subscription platforms, including Amp’d Mobile, MobiTV and SmartVideo.

With the aggressive mobile programming slate, it’s clear that Discovery executives have faith that the audience for mobile video is set to surge and that its networks’ programs are well-suited to the medium.

“Discovery occupies a wholly unique and valuable space in the mobile content landscape,” said Clint Stinchcomb, executive vp and general manger, Discovery Emerging Networks. “As the number-one producer of nonfiction entertainment with broad and flexible programming rights, we can provide consumers and distributors with original, compelling series unique to the platform.”

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