Washington, D.C.
(April 2, 2007)
-- Discovery HD Theater will soon unveil several new
programs as part of an effort to boost advertising.
That's according to an article in TV Week.
The publication reports that new original programming will include shows on heli-skiing and a Kazakh tribe; no launch dates were given.
Discovery HD Theater, which launched on June 17, 2002, has steadily generated more viewers and advertising in the last few years as more people have purchased high-def sets. However, network officials say they are not satisfied and point to the high cost of producing ads in HD as a problem.
"We need more clients to do HD commercials," Joe Abruzzese, president of Discovery ad sales, told TV Week. "That's the stumbling block right now, the cost of producing in high-def."
That's according to an article in TV Week.
The publication reports that new original programming will include shows on heli-skiing and a Kazakh tribe; no launch dates were given.
Discovery HD Theater, which launched on June 17, 2002, has steadily generated more viewers and advertising in the last few years as more people have purchased high-def sets. However, network officials say they are not satisfied and point to the high cost of producing ads in HD as a problem.
"We need more clients to do HD commercials," Joe Abruzzese, president of Discovery ad sales, told TV Week. "That's the stumbling block right now, the cost of producing in high-def."
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Harold Morgenstern, Discovery's senior vice president of ad sales, says Discovery HD Theater advertisers jumped from 22 in 2005 to 40 in 2006. The channel hopes to expand that number to 65 this year, with the top categories being movies, electronics, financial, automotive and alcohol.
Clint Stinchcomb, executive vice president and general manager of Discovery Emerging Networks, told TV Week that Discovery HD Theater's programming is perfect for advertisers because it engages the viewers.
"What keeps viewers coming back is the promise of new great content," Stinchcomb said. "We want viewers who started watching four years ago to be as immersed in the network as someone who started watching four weeks ago."
Other new series planned this year: a four-part documentary on the Mekong River in Southeast Asia and a documentary on people who respond to weather related disaster.
Sunrise Earth will also return for its fourth season.
Click TVPredictions.com to see today's Swanni Sez.
© TVPredictions.com
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Harold Morgenstern, Discovery's senior vice president of ad sales, says Discovery HD Theater advertisers jumped from 22 in 2005 to 40 in 2006. The channel hopes to expand that number to 65 this year, with the top categories being movies, electronics, financial, automotive and alcohol.
Clint Stinchcomb, executive vice president and general manager of Discovery Emerging Networks, told TV Week that Discovery HD Theater's programming is perfect for advertisers because it engages the viewers.
"What keeps viewers coming back is the promise of new great content," Stinchcomb said. "We want viewers who started watching four years ago to be as immersed in the network as someone who started watching four weeks ago."
Other new series planned this year: a four-part documentary on the Mekong River in Southeast Asia and a documentary on people who respond to weather related disaster.
Sunrise Earth will also return for its fourth season.
Click TVPredictions.com to see today's Swanni Sez.
© TVPredictions.com
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Phillip Swann is president and publisher of
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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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