Discovery Channel, once immediately identifiable as the cable network for PBS-type nature and science programs, is trying to reclaim that identity as it heads into the upfront ad-selling season.
   Like many networks that launched with a tight focus, Discovery Channel’s image has grown murkier over the past few years as it rolled out general-interest programs like “Monster Garage” and “American Chopper” that could easily air on any number of networks. Adding to Discovery’s blurry image is that it has begun competing with itself with its newer networks, including Discovery Health and the Science Channel. 
   But now, faced with a declining audience, Discovery is refocusing on specials like next month’s “Supervolcano.” Heavy on computer graphics, “Supervolcano” harks back to better times when specials like “Walking with Dinosaurs” drew millions of viewers. It is also doing that with weekly reality-type series such as the upcoming “Firehouse USA,” a reality series about Boston firemen, and “Deadliest Catch,” about the lives of crab fishermen off the Alaska coast.
   “It’s part of a conscious strategy on our part,” says Rick Holzman, the network’s newly installed vice president of program planning and scheduling. “We love our success with ‘Monster Garage,’ ‘American Chopper,’ and ‘Monster House.’ But the strength of the Discovery brand goes beyond that.”
   The programming shifts are largely a reaction to Discovery’s falling ratings. The network’s primetime audience in fourth quarter was down 13 percent from the same time a year earlier. Holzman says the network will grow its ratings by zeroing in on programs that are emotionally engaging.
   “We think of these programs more as docu-soaps than reality shows,” says Holzman, who had been working at Universal Television Group before joining Discovery in January. “What we’re trying to do is insert the viewer in the moment. We think it’s important to take viewers on a dramatic ride.


The network's identity
    The Discovery Channel's image has become bifurcated, one part the old science-based series, the other the “Monster-" type shows, which were added to drum up ratings. Its goal now is to reaffirm its original mission but, as Holzman explains, with some of the involvement and drama of the later reality series.
   “People need to know what they’re coming to Discovery for,” says Holzman. “People know what they’re coming to Discovery for, but now what we’re trying to do is say, 'If you like this type of show, now you’ll be able to find it every Tuesday at 9 p.m.' It’s about establishing habitual viewing as well as grazer viewing."


The network's target audience
   “We’re a 25-54 network, more heavily male than female,” says Holzman. "Our demographic has gotten much younger in the past eight years. We’ve watched our median age go from a 46-year-old viewer to a 40-year-old viewer. That’s obviously good for our advertisers, and it informs the programming we need to make."


The network's ratings
    Although it’s a top 10 network in primetime among adults 25-54, Discovery’s audience in that demo fell 9 percent in fourth quarter 2004 versus the year-earlier period, to an average 576,000 people. Its total audience fell 13 percent. On a total-day basis, its 25-54 audience was down 3 percent and its overall audience was down 4 percent.
   Yet Shari Anne Brill, vice president and director of programming at Carat, says the declines are a modest concern for media buyers.
   “You’re not dealing with large numbers in the first place, so relative changes look dramatic,” she says. “In terms of absolute numbers, we’re not talking about that many people. But it is a more competitive environment, so they need a much more identifiable brand.”


The network's competitive set
    Discovery Channel has branched out in recent years with several networks, including Science Channel, Discovery Health and Discovery Times, that all compete in small ways with the flagship network. But Discovery also competes in primetime with other networks that target men, including FX and History Channel. Discovery also has a small but growing competitor in National Geographic Channel.


What’s new for 2005/06
    Discovery Channel over the next couple of months will roll out a slew of specials and a couple of new series as it approaches its 20th anniversary this summer and, not coincidentally, the upfront.
    The network will also have anniversary-themed blocks like “Space Week” that feature old and new programs.
   In June, “Greatest American,” hosted by “Today’s” Matt Lauer, will count down from 100 to the greatest American as voted by viewers. The winner will be announced April 18 and will be televised on June 5.


The network's upfront outlook
    Discovery Channel is going into to discussions with media buyers saddled with the problem networks hate the most, falling ratings.
   The network will downplay its recent ratings performance and instead focus on its upcoming anniversary and specials that are almost certain to pull sizeable audiences. Discovery will subtly underscore its return to Discovery-type shows like “Deadliest Catch” and away from series that have blurred its image in recent years.


The final prognosis
   On a scale of 1 to 5, with 5 being excellent: 3.5.
   Discovery Channel is likely to generate big ratings with specials like “Supervolcano” and “Great American.” And it has a good chance of building a following on Tuesdays with series like “Firehouse USA.”
    But Discovery continues to face tough competition from large networks like History Channel and growing networks like National Geographic Channel. At the same time, Discovery’s brand identity is only getting marginally clearer as it eases back into nature and science.