Washington, D.C.
(March 7, 2007)
--
Discovery HD Theater is a few months shy of its 5th
anniversary, having launched on June 17, 2002.
Over the years, the high-def network has become a first-stop for many new HD owners because of its lineup of eye-popping documentaries such as Sunrise Earth which focuses its cameras on the morning symphony between nature and the sun.
In the early years, Discovery HD Theater was able to easily dominate the high-def airwaves, being one of just a handful of HDTV networks.
However, Discovery HD Theater later this year will face competition from dozens of new HD channels such as CNN, the Sci-Fi Channel and USA Network.
So...
* How does Discovery plan to stay on top?
* Why has Sunrise Earth become such a big hit?
* Will cable be able to compete with DIRECTV's plan to offer 100 national HDTV channels?
* And will Discovery ever broadcast in 1080p?
TVPredictions.com recently posed those questions -- and others -- to Clint Stinchcomb, executive vice president and general manager for HD at Discovery Communications. Here is a transcript of our interview.
Discovery's Clint Stinchcomb
TVPredictions: Sunrise Earth has emerged as a 'breakout show' for Discovery HD Theater. What qualities does Sunrise have that makes it different than other high-def programs?
Clint Stinchcomb: There are two major differences between Sunrise Earth and other programs available in HD. The first point is simplicity. Most scripted programs guide the viewer to a specific conclusion. Sunrise Earth invites the HD viewer to interpret their world based upon their own perceptions.
Second, there is a long standing myth that some shows just "don't work" in high def. The truth is, every genre can be successful in high def as long as it has an audience that admires it. Conversely, Sunrise Earth works BECAUSE it is in HD. Add the capability to deliver 5.1 surround sound to the color, visual clarity and depth of field that only HD can offer, and Sunrise Earth stands alone as a High Definition program that will not work nearly as well in standard definition.
Over the years, the high-def network has become a first-stop for many new HD owners because of its lineup of eye-popping documentaries such as Sunrise Earth which focuses its cameras on the morning symphony between nature and the sun.
In the early years, Discovery HD Theater was able to easily dominate the high-def airwaves, being one of just a handful of HDTV networks.
However, Discovery HD Theater later this year will face competition from dozens of new HD channels such as CNN, the Sci-Fi Channel and USA Network.
So...
* How does Discovery plan to stay on top?
* Why has Sunrise Earth become such a big hit?
* Will cable be able to compete with DIRECTV's plan to offer 100 national HDTV channels?
* And will Discovery ever broadcast in 1080p?
TVPredictions.com recently posed those questions -- and others -- to Clint Stinchcomb, executive vice president and general manager for HD at Discovery Communications. Here is a transcript of our interview.
Discovery's Clint Stinchcomb
TVPredictions: Sunrise Earth has emerged as a 'breakout show' for Discovery HD Theater. What qualities does Sunrise have that makes it different than other high-def programs?
Clint Stinchcomb: There are two major differences between Sunrise Earth and other programs available in HD. The first point is simplicity. Most scripted programs guide the viewer to a specific conclusion. Sunrise Earth invites the HD viewer to interpret their world based upon their own perceptions.
Second, there is a long standing myth that some shows just "don't work" in high def. The truth is, every genre can be successful in high def as long as it has an audience that admires it. Conversely, Sunrise Earth works BECAUSE it is in HD. Add the capability to deliver 5.1 surround sound to the color, visual clarity and depth of field that only HD can offer, and Sunrise Earth stands alone as a High Definition program that will not work nearly as well in standard definition.
___________________________________________
____________________________________________
TVP: Discovery HD Theater was an early high-def pioneer. Looking back, why did Discovery commit so much money so early to high-def when others sat on the sidelines?
CS: We have always believed that consumers will gravitate to better picture quality (i.e. black and white to color; cable to DVD; SD to high def). We believe the entire world will ultimately transition to HD. Also, in the
linear video environment it has typically been highly advantageous to move early in order to secure constricting shelf space.
It's the same dynamic that compelled DCI to launch networks like Discovery Channel and TLC in the
early days of basic cable, and networks like the Science Channel and Military Channel in the early days of "Digital Cable."
Also, our content truly "pops" in HD which is why you see it displayed in so many retail locations. While it was not a simple proposition, our distribution partners and even viewers encouraged us to launch at the time we did. We heeded the call.
Stinchcomb: Sunrise Earth works because it's in HD.
TVP: What competitive advantages does Discovery now have by launching a high-def channel so early? (And is there a lesson here for those networks that still have not made the HD commitment?)
CS: By launching Discovery HD Theater early we helped create considerable value for our distribution and advertising partners. Launching in 2002 also
enabled us to form a deep connection with the now 10 million plus households who have an HD set top box from their cable or satellite provider. We have become the primary, go-to HD service for many HDTV owners. This type of connection simply does not happen overnight. Many networks who would like to offer an HD service are struggling mightily to gain carriage in today's
environment.
TVP: DIRECTV vows to offer 100 national HD channels by year's end. At that time, when the field is more crowded, how will Discovery HD Theater
continue to distinguish itself? Is there any fear that viewers will begin to overlook Discovery HD because of the new channels?
CS: We compete every day against a multitude of entertainment options. More HD channels means more HD owners and more true HD households. This scenario is good for us and our partners. We simply need to continue to showcase superior sound and image quality combined with world class storytelling.
TVP: When DIRECTV expands its HD lineup, how will cable stay competitive? Doyou think that cable will be able to match satellite channel for channel?
CS: In the short term it will be difficult for them to match channel for channel in terms of linear HD. Cable can, however, dramatically increase the amount of HD on Demand that they offer and I suspect they will.
TVP: HDTVs are now in roughly 30 million U.S. homes, but the industry is still having trouble persuading people to get high-def tuners to watch HD programming. What can be done to improve this situation?
CS: I think we'll see distributors get even more aggressive at retail so that after a consumer buys an HD set, the HD set top box installation quickly follows. More content will also of course have a positive impact.
TVP: Does Discovery have any plans to produce shows in 1080p? What is your opinion of the future of 1080p?
CS: We are committed to superior image quality. As the industry transitions to 1080p, we will as well. I think the future of 1080p is solid. Just can't tell you how long it will take.
TVP: And, lastly, name your favorite show in HDTV (other than one on Discovery HD) and explain why it's such a great show for a high-def viewer.
CS: American Idol. It's one of the few shows that we actually watch together as a family with any consistency. If I'm not traveling, I am there on the couch
with everyone else. The magic of HD and a good LOUD sound system makes it feel as if we are part of the action (not that I have any delusions of moving to the other side of the camera.)
____________________________________________
TVP: Discovery HD Theater was an early high-def pioneer. Looking back, why did Discovery commit so much money so early to high-def when others sat on the sidelines?
CS: We have always believed that consumers will gravitate to better picture quality (i.e. black and white to color; cable to DVD; SD to high def). We believe the entire world will ultimately transition to HD. Also, in the
linear video environment it has typically been highly advantageous to move early in order to secure constricting shelf space.
It's the same dynamic that compelled DCI to launch networks like Discovery Channel and TLC in the
early days of basic cable, and networks like the Science Channel and Military Channel in the early days of "Digital Cable."
Also, our content truly "pops" in HD which is why you see it displayed in so many retail locations. While it was not a simple proposition, our distribution partners and even viewers encouraged us to launch at the time we did. We heeded the call.
Stinchcomb: Sunrise Earth works because it's in HD.
TVP: What competitive advantages does Discovery now have by launching a high-def channel so early? (And is there a lesson here for those networks that still have not made the HD commitment?)
CS: By launching Discovery HD Theater early we helped create considerable value for our distribution and advertising partners. Launching in 2002 also
enabled us to form a deep connection with the now 10 million plus households who have an HD set top box from their cable or satellite provider. We have become the primary, go-to HD service for many HDTV owners. This type of connection simply does not happen overnight. Many networks who would like to offer an HD service are struggling mightily to gain carriage in today's
environment.
TVP: DIRECTV vows to offer 100 national HD channels by year's end. At that time, when the field is more crowded, how will Discovery HD Theater
continue to distinguish itself? Is there any fear that viewers will begin to overlook Discovery HD because of the new channels?
CS: We compete every day against a multitude of entertainment options. More HD channels means more HD owners and more true HD households. This scenario is good for us and our partners. We simply need to continue to showcase superior sound and image quality combined with world class storytelling.
TVP: When DIRECTV expands its HD lineup, how will cable stay competitive? Doyou think that cable will be able to match satellite channel for channel?
CS: In the short term it will be difficult for them to match channel for channel in terms of linear HD. Cable can, however, dramatically increase the amount of HD on Demand that they offer and I suspect they will.
TVP: HDTVs are now in roughly 30 million U.S. homes, but the industry is still having trouble persuading people to get high-def tuners to watch HD programming. What can be done to improve this situation?
CS: I think we'll see distributors get even more aggressive at retail so that after a consumer buys an HD set, the HD set top box installation quickly follows. More content will also of course have a positive impact.
TVP: Does Discovery have any plans to produce shows in 1080p? What is your opinion of the future of 1080p?
CS: We are committed to superior image quality. As the industry transitions to 1080p, we will as well. I think the future of 1080p is solid. Just can't tell you how long it will take.
TVP: And, lastly, name your favorite show in HDTV (other than one on Discovery HD) and explain why it's such a great show for a high-def viewer.
CS: American Idol. It's one of the few shows that we actually watch together as a family with any consistency. If I'm not traveling, I am there on the couch
with everyone else. The magic of HD and a good LOUD sound system makes it feel as if we are part of the action (not that I have any delusions of moving to the other side of the camera.)
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____________________________________________
Phillip Swann is president and publisher of
TVPredictions.com. He has been quoted in dozens of
publications and broadcast outlets, including CNN,
Fox News, Inside Edition, The New York Times, The
Washington Post, The Chicago Tribune, The Financial
Times, The Associated Press and The Hollywood
Reporter. He can be reached at
swann@tvpredictions.com
or at 703-505-3064.
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