Cable
For Discovery, returning to its mission
By Kevin Downey
Apr 29, 2008 - 10:07:17 AM

The 23-year-old network is now getting back to what it’s always done best, redoubling its focus on science programs and documentaries as it heads into the upfront ad market. It’s taking a cue from last year’s multipart special “Planet Earth,” which lifted the network’s ratings.

Gone are shows like “Chopper” and in their place are coming more documentaries like “Planet” and shows like “Deadliest Catch,” which stick to science and nature.

The changes aren’t part of a rebranding as such, says Jeff Hasler, senior vice president of development and production. It's more a matter of freshening up the brand with a new logo and a renewed focus on its niche.

“The thing that makes us stand apart is that we create possibly the highest-quality content about the world around us,” says Hasler. “It’s about the world, and at our heart we’re about science.”

The network’s identity
Discovery was a pretty clear brand for most of the years since it debuted in 1985, as a science channel with programming of the quality that once might have aired on PBS. Now it's bent on returning to that, to the delight of media buyers, who were unhappy with its foray into shows like "Chopper."

The network’s target audience
Discovery primarily targets adults 25-54. The median age of its viewers is smack in the middle of that demographic at 40 years old.

The network’s ratings
Discovery's ratings can swing up and down, subject to the draw of major specials. The network was up 13 percent over 2006, to nearly 1.3 million viewers in primetime, but the first quarter of this year saw them fall 13 percent, to 1.2 million viewers, compared to the year-earlier period, when “Planet” first aired.

It was down 14 percent in 18-49s and it was down 16 percent in 25-54s.

These ratings swings will likely continue going forward as it airs major multipart specials, which are too expensive to do on a regular basis.

“It’s important to have specials,” says Francois Lee, vice president of video investment and activation at MediaVest. “Discovery is known for that, and when we see the caliber of something like ‘Planet Earth,’ we have to realize they can’t do one of those every year.”

The network’s competitive set
Discovery competes with most major networks in the 25-54 demographic like History and A&E but also networks that have similar programs, including National Geographic Channel.

What’s new for 2008/09
Discovery will keep its focus almost entirely on science with specials like “Inside Planet Earth," a geological look into the inside of the planet, and the Al Gore documentary “An Inconvenient Truth.”

Shows like “Deadliest Catch” and “Mythbusters” are returning while new series are premiering this summer, including “Into the Unknown with Josh Bernstein,” where the host goes around the world exploring lost civilizations, and this fall like “Prototype This!,” where scientists invent gadgets.

The network’s upfront outlook
On a scale of 1 to 5, with 5 being excellent: 4.

Despite ups and downs in its ratings, Discovery is likely to do well in the upfront ad market. It’s back to being a network with high-quality shows, which media buyers like, and its brand is getting clearer after its years of wandering away from it.