世界百大品牌 – Rank no.70 -US

世界百大品牌 – Rank no.70 -US


Top 100 Brand in The World – Rank no.70 – Discovery Channel – US

pic 5

 

New
5,756 $m
Media
The Discovery brand makes its debut in Best Global Brands after a record-breaking 2012 and a strong first quarter. The Discovery Channel began 2013 with its best January ever and a 20 percent increase in US viewership. Discovery also aims to grow its current international base of 551 million subscribers. With high levels of viewer engagement, thanks to hit series and franchises such as Shark Week, it’s experiencing double-digit growth across nearly every region. The Investigation Discovery channel, also a standout, delivered 45 consecutive months of primetime TV gains in its key demographic. With new programming in development and 35 successful series returning in 2013, Investigation Discovery increased 20 percent across all its key demographics. The Discovery Fit & Health network also recorded gains in 2012 among households in general and female viewers in particular. Discovery ensures the consistent experience of its brand across touchpoints including Discovery Commerce, which offers a range of brand-right merchandise and an e-commerce channel, and Discovery Digital. Discovery’s public affairs initiatives have included “Discover Your Skills” to help the unemployed obtain marketable job skills, “Discover Your Impact Day” to promote volunteerism, and Discovery Education, which aims to inspire students and support educators with streaming video and digital textbooks. With a commitment to producing even more original and engaging content for TV, online, and mobile, Discovery will effectively steward its brand globally, positioning it for success in the future.
Discovery Channel
Discovery Channel International.svg
Launched June 17, 1985[1]
Owned by Discovery Communications, Inc.
Picture format 1080i (HDTV)
480i (SDTV)
Slogan The World is Just Awesome.
Country United States
Language English
Broadcast area Worldwide
Headquarters Silver Spring, Maryland
Sister channel(s) TLC
Animal Planet
Oprah Winfrey Network
Destination America
Investigation Discovery
Discovery Fit & Health
Discovery Science
Military Channel
Science
Velocity
Website Discovery.com
Availability
Terrestrial
Selective TV Inc.
(Alexandria, Minnesota)
K47KZ (Channel 47)
Satellite
DirecTV 278 (HD/SD)
1278 (VOD)
Dish Network 182 (HD/SD)
C-Band AMC 10-Channel 21
SKY México 251
Dish Network Mexico 402
Sky (UK and Ireland) 520
Cable
CableVision (Argentina) 52
Verizon FiOS 620 (HD)
120 (SD)
IPTV
Sky Angel 313
AT&T U-Verse 1120 (HD)
120 (SD)

Discovery Channel (often referred to as simply “Discovery", and formerly “The Discovery Channel" from 1985 to 1995) is anAmerican basic cable and satellite television channel (which is also delivered via IPTVterrestrial television and internet television in other parts of the world) that is the flagship television property of Discovery Communications, a publicly traded company run by CEO David Zaslav. As of June 2012, Discovery Channel is the second most widely distributed cable channel in the United States, behindTBS;[2] it is available in 409 million households worldwide, through its U.S. flagship channel and its various owned or licensed television channels internationally.[3]

It initially provided documentary television programming focused primarily on popular science, technology and history, but in recent years has expanded into reality television and pseudo-scientific entertainment. Programming on the flagship Discovery Channel in the U.S. is primarily focused on reality television series, such as speculative investigation (with shows such as MythBustersUnsolved History and Best Evidence), automobiles, and occupations (such as Dirty Jobs and Deadliest Catch); it also features documentaries specifically aimed at families and younger audiences. A popular annual feature on the channel is Shark Week, which airs on Discovery during the summer months.[4]

As of August 2013, Discovery Channel is available to approximately 98,891,000 pay television households (86.59% of households with television) in the United States.

History

John Hendricks founded the channel and its parent company, Cable Educational Network Inc., in 1982.[6] several investors (including the BBCAllen & Company and Venture America) raised $5 million in start-up capital to launch the network.

The Discovery Channel began broadcasting on June 17, 1985. It was initially available to 156,000 households and broadcast for 12 hours each day between 3 p.m. and 3 a.m. About 75 percent of its program content had never been broadcast on U.S. television before.[7] In its early years, the channel’s focus centered on educational programming in the form of cultural and wildlife documentaries, and science and historical specials. It also broadcast some Soviet programming during this time, including the news program Vremya.[8] In 1988, the channel premiered the nightly program World Monitor (produced by The Christian Science Monitor). In 1988, The Discovery Channel debuted an annual programming stunt called Shark Week, the week-long event eventually gained in popularity starting in the 1990s and continues to be shown each summer on the channel to this day. By 1990, the channel was available in over 50 million households.[citation needed]

The channel began to shift its focus in the early decade to attract a broader audience, by incorporating more reality-based series focusing on automotive, occupations and speculative investigation series; though the refocused programming strategy proved popular, Discovery Channel’s ratings began to decline by the middle of the decade. The drop in viewership was widely attributed to an over-reliance on a few hit series, such as Monster Garage and American Chopper.[citation needed] Some critics[who?] said such shows strayed from Discovery’s intention of providing more educationally-based shows aimed at helping viewers learn about the world around them. In 2005, Discovery changed its programming focus to include more popular science and historical themes.[9] The network’s ratings eventually recovered in 2006.[10]

On January 4, 2006, Discovery Communications announced anchor Ted Koppelexecutive producer Tom Bettag and eight other former staff members from the ABC newsmagazineNightline were joining Discovery Channel. The network was nominated for seven Primetime Emmy Awards that year for shows including The Flight that Fought Back (a documentary about the hijacking of United Airlines Flight 93 during the terrorist attacks of September 11, 2001) and Deadliest Catch (a reality series about a group of seafood fishermen).

In 2007, Discovery Channel’s top series included the Emmy-award winning Planet EarthDirty JobsMythBusters and Deadliest Catch. Discovery Channel’s 2008 lineup includedFight Quest and Smash Lab

On September 1, 2010, 43-year-old James Jay Lee entered the Discovery Communications headquarters in Silver Spring, Maryland, armed with a handgun. Lee fired at least one shot, held several employees hostage; he was later shot dead by police.[11][12] Lee had published criticisms of the network at Savetheplanetprotest.com.[12]

Programming

Popular programs on the channel have included the Shark Week programming event, Deadliest CatchMythBustersHow It’s MadeDirty JobsCash Cab, and Man vs. Wild.Christopher Lowell won a Daytime Emmy Award in 2000 for The Christopher Lowell Show (which aired on the Discovery Channel from 1998 to 2001).[citation needed]

List of series

Non-television ventures

Pro Cycling Team

Shortly before the 2004 Tour de France, Discovery Channel announced it would become the primary sponsor of a professional bicycling team starting in 2005, featuring seven-timeTour de France winner Lance Armstrong. However, after the 2007 victory with the Spaniard Alberto Contador, Discovery Channel announced its would discontinue the cycling sponsorship, which ended after the 2007 cycling season.

Discovery Channel Radio

Discovery Channel Radio was a radio network, whose programming consisted of audio versions of popular programs from the Discovery Communications family of television channels. Discovery Channel Radio was previously carried by XM Satellite Radio, until its removal from the provider in early September 2005. Sirius Satellite Radio dropped Discovery Radio from its lineup on February 21, 2007; it was also formerly carried on both of Canada’s major satellite radio services.

Store

Discovery Channel also lent its brand to retail stores in malls and other locations across America, as well as an online store. The store’s specialty products were educational gifts, most of which were manufactured with the Discovery Channel brand name. On May 17, 2007, Discovery Communications announced it would close its standalone and mall-based stores. Hudson Group will continue to operate the Discovery Channel Airport Stores, and the website remains in operation.[13]

Telescope

Discovery Channel is also funding the construction of the Discovery Channel Telescope, in partnership with Lowell Observatory.

Website

Discovery.com is the Discovery Channel’s official website, which primarily provides information on the channel’s programming and additional content tied to those shows; it also features several exclusive browser-based games, with various science-based or sociological challenges.

Marketing and branding

Taglines

Discovery Channel’s previous taglines had been “Explore Your World" and “There’s No Thrill Like Discovery." However in view of its changing focus towards more reality-based programming and away from strictly educational programming, the slogan was changed in the early 2000s to “Entertain Your Brain". The new tagline for the revamped Discovery Channel was “Let’s All Discover…", with a continuing phrase or sentence that relates to a show. For example, when advertising for MythBusters, the commercial would end, “Let’s All Discover, Why No Myth Is Safe". With the 2008 logo change came a new tagline: “The World is Just…Awesome." The newest image promos include an unreleased mix of the song “Wonders Never Cease" by Morcheeba, from the album entitled The Antidote and the song “Typical" by Mutemath. Their most recent promo I Love the World, created by the 72andSunny agency, contains amended verses and the refrain from the traditional campfire song “I Love The Mountains".

Logos

The logo of Discovery Channel from 1987-1995.

The next logo of Discovery Channel from 1995-2000.

The fourth logo of Discovery Channel. Used from 2000-2008.

The Discovery Channel’s first logo was a television screen picturing a map of the world. For two decades, starting in 1987, the channel’s logo incorporated the Discovery wordmark rendered in the Aurora Bold Condensed font with a circlular shape in front of it. The circle usually took the form of a rising sun, or an animated version of the Vitruvian Man.

In 1995, the channel’s name was simplified to “Discovery Channel", dropping the “The" from its name. A globe became a permanent part of the logo, and an underline was added to the bottom of the logo. During this time, the company started expanding and launched several new networks. Many of the sister networks used logo designs similar to the one used by Discovery, often incorporating the globe and using the same typeface. Networks that had logos based on Discovery’s inclided Animal PlanetTravel ChannelDiscovery ScienceDiscovery Wings and Discovery Home & Leisure. The logo was changed slightly in 2000 when the word “Channel" was moved into the underline, and the globe was altered to focus on the Pacific Ocean.

On April 15, 2008, before the season premiere of Deadliest Catch, Discovery Channel debuted a new logo, and a new tagline (“The World is Just Awesome"). The logo was designed by Boston-based design firm Viewpoint Creative and replaced the longstanding Aurora Bold Condensed font in the logo withGotham.[14] The globe has been merged with the “D" in “Discovery".[15] A combination of the “D" in the wordmark and the globe is sometimes used separately, primarily as the channel’s logo bug during its programming. Later in 2009, design agency Royale slightly modified the logo, detaching the globe from the “D", and making the word CHANNEL slightly bigger. The modified logo was rolled out to Discovery’s international channels during the first half of 2009.

International

Discovery Channel reaches 431 million homes in 170 countries. Discovery Communications currently offers 29 network brands in 33 languages. In a number of countries, Discovery’s channels are available on digital satellite platforms with multiple language soundtracks or subtitles including Spanish, German, Russian, CzechHindi,Tamil,Telugu,BengaliDutch, Portuguese, Italian, Norwegian, Swedish, Danish, Finnish, Turkish, Greek, Polish, Hungarian, RomanianArabicSlovene, Japanese, Korean andSerbian. In Bulgaria, Discovery has, since 2000–2001, displayed Bulgarian subtitles by all cable providers and since 2010 – with Bulgarian dubbling for some shows.

Canada

Discovery Channel Canada has an ownership structure different from Discovery Channel. Canadian viewers receive almost identical English-language programming to the channel that American viewers watch, but with added Canadian content to meet Canadian Radio-television and Telecommunications Commission requirements. Most notably, the Canadian channel carries the daily science news show Daily Planet, originally @discovery.ca, the first of its kind. Occasionally, several segments on similar topics are taken from various episodes and put together into one-hour specials that are broadcast on the original Discovery Channel. Through a brand licensing agreement with Bell Media, that company also operates Canadian versions of Discovery World HDDiscovery HealthDiscovery ScienceInvestigation Discovery and Animal Planet.

Europe

In the United Kingdom, Discovery Channel UK airs some common programs as the U.S. version, including MythBustersAmerican ChopperHow It’s Made and Deadliest Catch. The channel is carried as a basic subscription channel on the SKYdigital satellite service and digital cable provider Virgin Media. Discovery UK also operates many additional channels: Discovery HD, Discovery Knowledge, Discovery Turbo, Discovery Science, Animal Planet, DMAX, Discovery Real Time, Discovery Home & Health, Discovery Travel & Leisure and Discovery Shed. Many of these channels also have timeshifted versions. In the Republic of Ireland, the UK version of Discovery Channel is available on most cable providers in that country, but with local advertisements.

In Germany, Austria and Switzerland, Discovery Channel is part of the Premiere digital network and supplies specific programs to other networks like ZDF and kabel einsDiscovery Communications is also owner of the documentary-channel XXP. The channel was bought in the spring of 2006 from its former shareholders Spiegel TV and “dctp". All programs are dubbed into German. The channel is now known as “DMAX“, presumably to associate the channel with Discovery.

In the Netherlands, the Discovery Channel is included on most cable, IPTV and DVB-T providers. Nearly all of the programs are broadcast in their original language, but they are subtitled in Dutch as is the policy of all Dutch television stations. Some programs as well as most promotions and program announcements have a Dutch voice-over. In Flanders, the Dutch-speaking part of Belgium, a Flemish Discovery Channel launched (previously the Dutch version was available for IPTV, DVB-C and DVB-S) on cable (and digital) television on October 1, 2009.

In Italy, the Discovery Channel (and HD) is distributed via satellite by Sky Italia as part of the documentary pack. In addition, Italy has four Discovery-branded channels: Discovery Science, Discovery Real Time, Discovery Animal Planet and Discovery Travel and Living.

In Poland, the Discovery Channel is carried by most cable television providers. It is also available on digital satellite platforms (sometimes requiring an additional fee). Cyfra Plusmakes it possible to see the programs in Polish as well as in English. An additional channel, Discovery Historia, owned in cooperation with Polish broadcaster TVN, is carried on the “n" digital platform.

In Slovenia, the Discovery Channel is one of the most popular channels, with a very wide audience, especially since the introduction of Slovene subtitling. It is carried by most (except some basic) cable and IPTV providers.

In Serbia, the Discovery Channel is distributed by cable television providers with Serbian subtitles. It enjoys moderate popularity, with shows like MythBusters and American Chopper being especially well received.

In Spain, the channel shares a schedule and programs with Portugal and is available on most satellite and cable platforms, making it possible to broadcast both in Spanish and Portuguese. In Spain, all programs are dubbed; whereas in Portugal, most of them are subtitled. In addition, Portugal has three Discovery-branded channels: Discovery Turbo(focusing on motorsports), Discovery Science (focusing on science and technology) and Discovery Civilization (focusing on historical events). These channels follow the same model as the original Discovery Channel, except for the absence of advertising. Spanish advertisements are broadcast on the Portuguese feed, non-subtitled or dubbed.

Australia and New Zealand

In Australia, the Discovery Channel is part of a six-channel package (not including timeshifts) on digital subscription television, available on FoxtelOptus TV and AUSTAR.

In New Zealand, the Australian version of Discovery is broadcast on SKY Network Television.

Southeast Asia

In IndiaChinaJapanSouth KoreaPhilippinesMalaysiaSingaporeThailandVietnam and the rest of South East Asia, the South East Asian version of the Discovery Channel is available on digital subscription television. Discovery Channel Asia still shows crime programs (such as Most Evil and The FBI Files). There also is a large number of programs featuring development and society in Asian countries, especially in India and China. For example, Thailand, Malaysia and Singapore has a number of other channels branched from the main Discovery Channel: Discovery Turbo, Discovery Science, Discovery Home & Health and Discovery Travel & Living.

The Philippines on the other hand, has its own version of the main Discovery Channel. The Philippine feed shares the program schedule as the South East Asia feed, except for the inclusion of the Philippine advertisements during commercial breaks.

India

Discovery India broadcasts in 4 Indian languages Hindi, Tamil, Telugu, Bengali along with English. [16]

Tamil

The logo of Discovery Tamil

On August 15, 2011, Discovery launched a Tamil version of the channel. In July 2012, it began to be carried by Dish TV. At that time, the channel reached over 10 million households in Tamil Nadu, India via analog transmission.[17][18]

Telugu

Discovery launched Channel in Indian language, Telugu On October 1, 2010 that gives feed from 6 AM to midnight. 24 hours programs started from January 2011. Newspapers reported a 90% jump in viewership with in 2 weeks of launching the channel in the Telugu speaking regions.[19]

South Africa

In South Africa, Discovery Channel shares a schedule and programming with all of Africa, the Middle East and Turkey. Discovery Channel as well as sibling channels Discovery World and Animal Planet are available on the DStv/Multichoice platform.

Controversies

RFID

In August 2008, it was reported by The Consumerist that Discovery Channel had preempted an episode of MythBusters examining RFID security in regard to its implementation incredit cards before its original broadcast because the episode would upset credit card companies, who are major advertisers on Discovery Channel.[20] It was later determined that the decision not to investigate the issue was made by Beyond Productions, the MythBusters production company, and was not made by Discovery Channel or their advertising department.[21]

Enigmatic Malaysia

An ad promoting Enigmatic Malaysia, a special series on the network meant to highlight the cultural heritages of Malaysia, mistakenly featured Balinese Pendet dancers. This prompted outrage from Balinese dancers, who posted messages demanding that Malaysia apologize over the misinformation, which then sparked a series of street protests.[22]Further demands were made from the local governments, cultural historians as well as the tourism ministry in Indonesia for Malaysia to clarify the situation.[23] The Malaysian government reportedly offered an apology, which was rejected by the Indonesian tourism minister, since the apology was given informally by phone, the Indonesian tourism minister demanded a written apology to make it more accountable.[24]

Romanian RCS&RDS

In November 2012, the Romanian RCS&RDS, the largest company of its kind on the internal market, interrupted its carriage of Discovery Communications channels, including Discovery Channel. The CEO of Discovery Communications Mark Hollinger sent an open letter in his attempt to counteract the action of RCS&RDS, attracting the attention to the negation of the alleged right of the viewer to choose the viewed channels.[25] In turn, RCS&RDS issued a press statement accusing of hypocrisy Hollinger’s discourse attentive at the needs of viewers and attracted attention to the fact that, during negotiations, the main preoccupations of the Discovery representatives was maintaining as high as possible tariffs and monetary gains”.