2014

BRANDING AND MARKETING

COMMUNICATIONS

Instructor: Prof. Long-Tolbert

Team member: Shishi Zhang

---------------------Khanh Bui

5/10/2014

DISCOVERY CHANNEL BRAND AUDIT

TABLE OF CONTENTS BACKGROUND 2

History 2

Brand portfolio 3

INVENTORY 3

Brand element 3

Product 3

Price 4

Distribution 4

Promotion 5

Advertising 5

Communication 5

Pro Cycling Team 5

Telescope 6

Brand extension 6

Discovery Channel Radio 6

Store 6

Website 6

Competition 6

EXPLORATORY 6

Key Challenges 6

Extreme Customers Behavior Profiles and Emotion Influence on Purchases 7

Consensus map of ZMET 8

RECOMMENDATION 10

Strategic Recommendation 10

Tactical Recommendation 10

APPENDIX 13

Appendix 1: List of program broadcasted by Discovery Channel 13

Appendix 2: Discovery Channel Logos and Images 29

Appendix 3: Discovery Channel Advertisements 31

REFERENCE 32

DISCOVERY CHANNEL BRAND AUDIT

Discovery Channel is a leading television channel providing nonfiction content with a mix of genres, including science and technology, exploration, adventure, history and in-depth, behind-the-scenes glimpses at the people, places and organizations. The channel reached approximately 100 million subscribers in the U.S. as of December 31, 20111.

BACKGROUND

History In 1982, John Hendricks established Discovery Channel and its parent company, Cable Educational Network Inc.,. In 1985, The Discovery Channel started airing. It was originally open 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.2 In its initial years, the channel focused on educational contents with variety of cultural and wildlife documentaries, and science and historical specials. In 1988, The Discovery Channel debuted Shark Week, is a weeklong series of feature television programs dedicated to sharks. The show eventually became famous since the 1990s and continues to be shown each summer on the channel. The channel began to extend its focus in the early 2000s to appeal to a larger audience, by integrating more reality-based series concentrating on cars, specific jobs and speculative investigation series. Though the refocused programming strategy proved popular, Discovery Channel's ratings began to drop by the middle of the decade.

“When a cable network drifts off -brand, it may enjoy some short-term ratings strength over a period but then, suddenly, the numbers start to shrink again because the core audience has been driven away.”3 John Hendricks, Discovery founder.

In 2005, Discovery switched its programming focus back to its original brand promise to include more popular science and historical themes. The network's ratings eventually recovered in 2006 and 2007.4 In 2006, The network was nominated for seven Primetime Emmy Awards 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).

1 Discovery Communication Inc., (2011), Annual report. Retrieved from http://corporate-media.s3.amazonaws.com/uploads/pdf/2011-annual-report.pdf 2 Schneider, S. (1985). Cable TV Notes; A Channel With A Difference, New York Times. Retrieved May 5, 2014 from http://www.nytimes.com/1985/06/16/movies/cable-tv-notes-a-channel-with-a-difference.html?&pagewanted=all 3 Hendricks, J.S. (2011), Resist the Temptation, Stick to Your Brand, Broadcasting & Cable, Vol. 141 Issue 44, p16-

16. 1p 4 Grove, R. (2007), Discovery Channel Rediscovers Itself, BloombergBusinessweek, retrieved from

http://www.businessweek.com/stories/2007-06-17/discovery-channel-rediscovers-itself

In 2007, Discovery Channel's top series included the Emmy-award winning Planet Earth, Dirty Jobs, MythBusters and Deadliest Catch. Discovery Channel's 2008 lineup included Fight Quest and Smash Lab.

Brand portfolio Discovery owns 46 international television brands, including Animal Planet, TLC, Discovery Travel & Living, Discovery Home & Health, Discovery Real Time, DMAX, Discovery Science, Discovery World, Discovery HD, Discovery Historia, Discovery History, Discovery Turbo, Fatafeat, Investigation Discovery (ID), Switchover Media's five brands in Italy, Fatafeat in the Middle East and SBS Discovery's 20 television brands in the Nordic region. It offers programs in 45 languages worldwide via 245 distribution feeds.5

INVENTORY

Brand element Since 1982, the network has been bearing the name The Discovery Channel. In 1995, the channel's name was shortened to "Discovery Channel", dropping the "The" from its name. According to Hendricks, Discovery founder, the name is something “…bright-sounding and uplifting that would closely describe not just the content, but what viewers would experience when they watched… make an immediate connection with the viewer.”6 The Discovery Channel's first logo was a television screen picturing a map of the world. In 1987, the screen was substituted by a semicircle. In 1995, a new logo was introduced. The semicircle was changed into a globe. This altered logo has the word "Channel" moved into the strap. The change of logo reflexed the different stages in the lifecycle of the brand, but consisted with its core mission and brand promise. (See appendix 2)

Product In almost 30 years, Discovery Channel has been producing hundreds of television series, which have been helping viewers discovering the past through history programs, discovering the future through science and technology programs, and discovering the world through nature and cultural programs. (See appendix 1) The following table show Top 10 best rate program of Discovery Channel.

Top 10 best rate program of Discovery Channel78 Program Description MythBusters MythBusters shows the two hosts using scientific means to prove or disprove

many myths, urban legends, etc. MythBusters is a fun and enjoyable show, especially for people that enjoy science and the fun of urban myths.

5 http://corporate.discovery.com/brands/international/

6 Hendricks, J.S. (2011), Resist the Temptation, Stick to Your Brand, Broadcasting & Cable, Vol. 141 Issue 44, p16-

16. 1p 7 http://voices.yahoo.com/guide-top-10-discovery-channel-shows-2854951.html 8 Discovery Communication Inc., (2011), Annual report. Retrieved from http://corporate-media.s3.amazonaws.com/uploads/pdf/2011-annual-report.pdf

Man vs Wild

In this show Bear Grylls shows techniques for wildlife survival in all sorts of areas, like deserts.Man vs. Wild has shown Grylls doing extreme things like drinking fluid of elephant droppings and his own urine. This show is similar and competes with Survivorman on the Discovery Channel.

Planet Earth

Planet Earth is filmed entirely in high definition and shows "never-before-seen animal behaviors" and "startling views of locations captured by cameras for the first time." This show is must-see for anyone that can appreciate the beautiful of the Earth and enjoys watching animal programming.

Shark Week

Shark Week is a fun week-long series, running since 1987, that is all about sharks! The show covers all sorts of topics, from shark news and shark related jobs, to how sharks are born.

FutureWeapons

This show, hosted by a former Navy SEAL, demonstrates and explains modern weaponry and technology. FutureWeapons appeals to people that enjoy technology and military weaponry.

Deadliest Catch Deadliest Catch documents life aboard fishing boats in the Bering Sea. How It's Made

This show is a documentary that shows you how items you see everyday are made. This show appeals to people that enjoy technical details, watching manufacturing, or enjoy seeing how their favorite products are made.

Survivorman

The host of Survivorman, Les Stroud, demonstrates his skills in survival while living for one week alone in various remote conditions with no supplies. Survivorman appeals to people that enjoy learning survival skills, as well as watching the suspense of Stroud dealing with unsuccessful techniques, bad weather, or dangerous conditions.

Dirty Jobs

The host of Dirty Jobs shows what life is like doing some of the dirtiest jobs. Some things host Mike Rowe has done? Sheep castrator, Sewer inspector, Chimney Sweep, and Avian Vomitologist.

Treasure Quest

Treasure Quest is a reality documentary that follows a crew as they search for various sunken ships. Ships they have discovered include the HMS Victory, which was a ship of the British Royal Navy

Price As a content producer and owner, Discovery Channel makes money by selling ads and licensing its contents to cable, satellite and online companies that distribute its programming. Thus, its pricing strategy has insignificant impact on Discovery’s brand knowledge.

Distribution In the U.S., audience can watch Discovery Channel via both Satellite and Cable TV. Discovery’s satellite partners includes: Direct TV, Disk Network, C-Band, and SKY. Discovery’s cable distributor is Verizon Fios.

Discovery also distributed internationally via 245 distribution feeds9, which also include IPTV, terrestrial television and internet television.

Promotion

Advertising

In 2008, Discovery channel launched I Love the World, an advertising campaign to promote its new tagline: "The World is Just... Awesome". The song utilized in the ad, I Love the Whole World, is a re-composing of a traditional camping song known as "I Love the Mountains" or "I Love the Flowers". In this ad video, The Discovery Channel has everyone singing their “hearts out”10 to promote the network as the one with the largest fan base, in the US at least. With a brief to build an active and engaging brand image, the channel gathered voices around the globe to chant a song and make everyone feel warm and fuzzy about Mother Earth. (See Appendix 3)

Communication Discovery has employed various communication endeavor cross media to reached a broader audience, including sport sponsorship (the pro cycling team) and Telescope building.

Pro Cycling Team

Just before the 2004 Tour de France, Discovery Channel declared it would become the primary sponsor of a professional bicycling team starting in 2005, featuring seven-time Tour de France winner Lance Armstrong. However, due to the Tour de France doping scandal in 2007, Discovery Channel dropped its cycling sponsorship to protect the brand from advert effect of the scandal.

9 http://corporate.discovery.com/brands/international/ 10

Staff (2008) The Work. Media: Asia's Media & Marketing Newspaper. 5/1/2008, p30-33. 4p.

Distribution

Satellite

Direct TVDisk

networkC-Band SKY

Cable

Verizon Fioss

Telescope

Partnering with Lowell Observatory, Discovery Channel was funding Lowell Observatory's Discovery Channel Telescope (DCT)11. The Telescope’s building was complete in 2012 and start working in 2013. With a risky long term investment of into public relation and communication, Discovery Channel reaffirms its strategy to come back to its core brand promise.

Brand extension

Discovery Channel Radio

Discovery Channel Radio was a radio network, which aired the audio versions of popular programs from the Discovery Communications group of TV channels. However, it is not a successful venture of Discovery Channel which was stopped airing.

Store

Discovery Channel licensed its brand to retail stores in malls and other locations across America, as well as an online store Discovery Channel Store. The store's popular products were toys, gifts, books and DVDs, most of which were manufactured with the Discovery Channel brand name.

Website

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

Competition Television network programming is a highly competitive business in the U.S. and worldwide. Discovery Channel experience competition in the development and acquisition of content, for the distribution of its programming, for the selling of commercial time on our networks, and for viewers.

EXPLORATORY

Key Challenges

As the world “ No1” non-fiction media company, Discovery channel went against its brand DNA and suck to create the bogus stories about recent Megalodon attacks or sightings in its leading series -Shark Week in August 2013.It is proved by scientists that magalodon once existed but is extinct today. In return, the discovery channels’ viewers battled, accusing the channel of faking its most popular scientific series. The viewers’ responses are very negative and disappointing Will Wheaton, one of the viewers and loyal fans of discovery channel recalled his reaction when he watched the Magalodon scenes on August: last night, I turned on the TV and the image of

11

http://www.lowell.edu/dct.php

prehistoric “ Megalodon” came into my eye, it is huge, with the teeth the size of adult human’s hand; suddenly, I sensed something weird: the “found footage”was shot the way the professional photograph shoot things and there is no way the camera could survive the salt water for the footage to be found (WIL WHEATON 2013 ). “ I got very angry and at the moment I found out where my angry comes from: I care about the science, I care about inspiring people to learn about the world and universe around us. However, discovery channel betrayed its audience. Discovery Channel betrayed the audience’ trust and betrayed its original mission in its biggest viewing week of the year. According to Will Wheaton, Discovery channel described its mission as to satisfy curiosity and make a difference in peoples’ lives by providing the highest quality content, services and products that entertain, engage and enlighten. Many people choose to view the discovery channel at the first place because they trust it to educate themselves and their children about the world around them. In the long-term, without the management intervention, the Discovery Channel will lost its credibility and special statues with its loyal viewers. In fact, the statistics also show that the discovery channels’ views and ratings are in the unfavorable conditions. On the scale of 1 to 5, with 5 being excellent, discovery channels are rated as only 3.5 .Also, Shark Week once always scored the highest viewership in the channel’s 26 years-old history and also generated the highest social media commits —of about 3 million tweets. Thus, the customers’ high expectation and strong word of mouth of the native feedbacks will enlarge its mistakes of faking the reality shows, thus further damage the brand equity of discovery channel The brand audit should focus on regaining the damaged customer based brand equity of discovery channel,leveraging the secondary research and primary consumer researches to generate a strategic brand strategy and recommendation to fix the “dis trust “ in the loyal customer’s mind. Moreover, besides solving the brand image discrepancy , discovery channel will also apply the brand strategies to keep the attention of its growing population of millennials as new and future customers and fully fit into today’s social media’ dominated world.

Extreme Customers Behavior Profiles and Emotion Influence on Purchases

The key consumers for discovery channel are American males aged 25-54 years old who are also science enthusiasts and influentials. Currently, the Discovery Channel’s fans built a strong social media foundations. The statistics show that 59 million likes are across approximately 75 active Facebook pages and 3.5 million followers are across twitter 21 accounts. For those channel’s online viewers, many of them engage in social network at least one hour a day. The huge population of discovery fans gathered in the internet actually formed a online community to commit and exchange the ideas and feedbacks of its most popular TV programs such as shark week, deadliest catch, gold rush, etc. This becomes very outstanding after the “ Magalodon “ event. A large number of shark week fans became extremely annoyed and expressed their strong anger towards the discovery channel' s disrespect of the scientific fact, using highly emotional words such as “betrayal” ,“ bullshit” and “shame”. Thus, the reason that those scientific males become extreme customers of the channel is its commitment to the science and truth in its reality shows. Therefore, those strong negative feedback provided by the shark week fans have the high probability to kill the brand.

Moreover, people who are furious about the discovery channel programs don’t only watch the shows on TV, but also recorded or watch them online repeatedly. Many fans viewed a digital video display in an office building elevator, a retail store and an office building lobby while they are at work or they are shopping. Also, those fans of “ river monster’ or “ animal adventures” are more likely to actually go fishing or power boating very often or visit the zoo frequently. One of interviewees, Brian, a middle aged fishing man watched the discovery channel at least five days a week. His first job after a day’s fishing is to turn on the TV and then the discovery channel and he even ignores his wife. Discovery Chanel is now a part of his life. The discovery channel ties to his career and professions and no other TV channels can compare. Many of the discovery channel fans engaged the content of the realities shows into the daily conversation. Their enthusiasm and passion about the brand influences their friends and people who have the same interest with them to pay attention to the brand and watch the channel. Some of their friends may eventually fall in love with the channel under their influences.

Consensus map of ZMET

From the ZMET consensus map, we can observe A. Customers have strong feeling of curiosity, innovation and truthful associated with discovery

channel brand compared with the feelings of global, nature and hopeful. B. Discovery channel is a tool to learn the real world. It is informative and professional while

entertaining C. In the Discovery Channel , customers trust the brand through their common sense and

expertise, they describe the discovery channel as trustworthy middle men. D. Discovery Channel introduces two types of things, one is too unnoticeable to be curious, the

other is unknown from the normal man. The key issues 1. From the six respondents, it is still not clear if discovery channel provide the general science

information that can be access to everyone, or provide the professional knowledge and merely interact with experts.

2. It is also not clear if learning is the primary goal for the core audience or the entertaining is the primary goal for the core audience.

From the map we can see a large segment of the discovery channel audience felt trustful when watched the discovery channel, therefore, the trust could be the competitive advantages. However, the losing trust will lose a large segment of customers

The opportunities It is hard to image discovery channel even give meaning to one’s life and make one feel hopeful. Will people also have a feeling of hopeful and inspiring when we watch the discovery channel, if so in which program? Will being hopeful a common feeling belongs to women? If so, will it be a big potential to develop the women customers? Will female customers less concerned about the truthfulness of the program and more focus on the entertaining elements of the channel? From the brand resonance pyramid perspective: Those extreme customer judge the discovery channel’s credibility based on the common sense (feeling) as well as its long history, its maturity of the brand(judgment), and extreme customers or loyal customers still use their expertise to judge the trustworthiness of the program since the core audience are those who themselves are scientific experts in each field. Therefore, if the key segments are still males with the scientific expertise, the functional benefits of the brand will outweigh the emotional benefits that discovery channel strives to deliver because science men are general unemotional. To reach the segment of the college students will require the shows to be both informative and entertaining so it is as informative as the lecture, however more entertaining than the lectures. The features of the entertaining could be emotional benefits while the features of information could be functional benefits. To target the student customers will help discovery channel to balance the “think” and “feel” in the middle position of brand resonance model.

RECOMMENDATION

Strategic Recommendation Positioning

Point-of-Parity Point-of-Difference - Reality shows - High quality - Nonfiction contents - Entertaining

- Highly customizing for global market - Adventurous spirit - Informative and educational contents - Emotion

Tactical Recommendation

Product and brand extensions In order to resolve the potential viewership declines due to the “ the fake Megalodon affair”, discovery channel either choose to expand its female or the younger generation segment by launching more entertaining focused and less fact based TV program, by applying the diversification strategy to develop the new customers(women and students) and new programs. Brand revitalization However, in the short term, the company will apply the brand revitalizing strategies to create the new source of brand equity. It will bolster fading associations, naturalize negative associations and create new associations. For example, the company will utilize their extreme customers to speak up in favor of the brand to help part of the lost customers regain the trust of the “shack week” programs. Also, to minimize the negative social media comments, the company will commit to the public to produce the higher quality shows and hire more talented employees or use the customer-generated contents. Most importantly, the company may reposition their existing brand towards the other direction to create the new association, as suggested in the ZMET, to address the inspiration and hopefulness features to its existing brand, and thus create the new association.

Design the marketing program to increase the brand awareness of the customers in the feeling stages of brand resonance model. These customers will be less likely to be affected by the “trust collusion” of the shack week. Thus this will achieve the balance of feel and judgment in the brand resonance model.

APPENDIX

Appendix 1: List of program broadcasted by Discovery Channel 0–9

2057 (2007 miniseries)

21st Century War Machines (2005 series)

48 Hours: Hard Evidence

A

A Haunting (2005–2007 on Discovery, 2011–present on Destination America)

A Haunting in Connecticut (2003 film)

A Walking With Dinosaurs Trilogy: Sea Monsters (2003 trilogy)

Adrenaline Rush Hour

Aircrash Confidential (2011–present)

After the Climb

Agincourt (2005)

Alaska: The Last Frontier

Alien Planet (2005 special)

American Casino (2004–2005)

American Chopper (2003–2007 on Discovery, 2008–2010 on TLC)

American Guns (2011–2012)

American Hot Rod (2004–2008)

Ancient Civilizations

Animal Face-Off (2004)

Animal Games

Argo: Inside Story (2013 miniseries)

Arthur C. Clarke's Mysterious Universe

Assignment Discovery

A World Away

Atlas (2006–2008)

Atlas 4D

Auction Kings (2010–present)

Auction Hunters

Africa (2013–present)

B

Backyard Oil (Premieres TBA)

Bad Universe

Barbarians - Secrets of the Dark Ages (2002)

Battlefield

Battlefield Detectives (2003)

Beachbody

Before the Dinosaurs

Bering Sea Gold (2012–present)

Bermuda Triangle Exposed

Beyond 2000

Beyond Tomorrow

Big! (2004)

The Big Brain Theory (2013–present)

Biker Build-Off (2002–2007)

Billion Dollar Secret

Bizarre Dinosaurs

Blueprint for Disaster

Bone Detectives (2007–unknown)

Brainiac

Breakout

Brew Masters (2010)

Building the Future

Building the Ultimate (2005)

Built for Champions

C

Canada's Worst Driver

Canada's Worst Handyman

Carfellas

Cash Cab (2005–2012)

Century of Warfare

Chop Shop London

Choppers

Connect

Crash of the Century

Curiosity (2011–present)

Curious and Unusual Deaths

Cutter Oil (working title; Premieres TBA)

D

Daily Planet

Dangerman (Geoff Mackley)

Darcy's Wild Life

Daring Capers (1999-2001)

Dark Fellowships: The Vril

Deadliest Catch

Deadly Women

Dead Men's Tales

Dealers

Deception with Keith Barry

Decoding Disaster

Designer Guys

Destroyed in Seconds

Diagnosis: Unknown

Die Ludolfs – 4 Brüder auf’m Schrottplatz

Dinosaur Planet

Dinosaur Revolution

Dirty Jobs

Disaster Detective

Discovery Atlas

Discovery Magazine

Discovery News

Discovery Profile

Discovery Sport

Discovery Sunday

Doctorology

Doing DaVinci

Doomsday Bunkers

Double Agents

Download The True Story of the Internet

Dragons: A Fantasy Made Real

Dual Survival

E

Eco-Challenge (2001)

Eco-Tech (2003)

End Day

Endurance

Engineering Volcanoes'

Equinox

Escape Stories (2001)

Everest: Beyond the Limit (2006–2009)

Everything You Need To Know

Exhibit A: Secrets of Forensic Science

Expedition Borneo

Explosions Gone Wrong

Extreme Engineering (2003–present)

Extreme Machines (1997)

Extreme Peril

Extreme Smuggling (2013–present)

Extreme Survival

F

Fast N' Loud

Fearless Planet

Fields of Armor

Fight or Die

Fight Quest

Fireballs from Space

Firehouse USA: Boston

Firepower

Flying Heavy Metal (2005)

Flying Wild Alaska

Forensic Detectives

Frontiers of Construction

Frontiers of Flight

Frozen Planet

Full Force Nature

Full Metal Challenge

FutureCar

Future Weapons

food factory

G

Garage Takeover

Ghosthunters

Ghost Lab

Giant Squid: Caught On Camera

Globe Trekker

Going Tribal

Gold Rush (2010–present)

Gold Star Racing

Grand Designs

Great Bear Stakeout (special; premieres May 12, 2013)

Green Village

Guinea Pig

Gutbusters (2002 special)

H

How Does It Work?

Hazard Pay

Heroes (2006)

Hidden

Hijack El Al Flight 426

Hogs Gone Wild

Hooked on Fishing (1999–unknown)

How Booze Built America (2012)

How Do They Do It?

How It's Made

How The Universe Works

How to Survive

How We Invented the World (miniseries; 2013–present)

Howe & Howe Tech (2010–2011)

Huge Moves

I

I, VIDEOGAME

I Shouldn't Be Alive

I Was Bitten

Iditarod: Toughest Race on Earth

In the Wild with Harry Butler

Incredible India!

India with Sanjeev Bhaskar

Industrial Revelations (2002–2004)

Inside Planet Earth

Instinto Asesino

Interior Motives

Into Alaska with Jeff Corwin

Into the Lion's Den

Into the Unknown with Josh Bernstein

Into the Universe with Stephen Hawking

Invention

Is Born

Is It Possible?

It Takes a Thief

J

JFK: The End Of Camelot

Junkyard Wars (2001–2003)

Justice Files

K

Klondike (2014)

Korea: The Forgotten War

L

LA Ink (2007-2011)

Last Day of the Dinosaurs (2010 special)

Last One Standing

Legend Detectives (2005 miniseries)

Licence to Drill

Life (2010)

Little Parents, Big Charlie

Lobster Wars (2007–unknown)

Lost Animals of the 20th Century

Lynette Jennings Design

M

Magic of Science

Mammals Vs. Dinosaurs

Man vs. Wild

Man, Woman, Wild

Massive Engines (series)

Massive Machines (series with Chris Barrie)

Mayday

Mega Builders

Mega Engineering

Miami Ink

Mind, Body & Kick Ass Moves

Miracle Planet

Modern Gladiators

Modern Top Ten (2013–present)

Mongrel Nation

Moments of Impact

Monkey Business

Monster: A Portrait Of Stalin In Blood

Monster Garage

Monster House

Monsters Resurrected

Moonshiners

Most Evil

Mostly True Stories: Urban Legends Revealed

Movie Magic

Mummy Detective with Bob Brier (2004 miniseries)

My Shocking Story

MythBusters (2003–present)

N

Naked & Afraid (premieres 2013)

Naked Castaway (premieres TBA)

Nature's Deadliest

Nature’s Most Amazing Events

Next Step

NextWorld

Nightmare Next Door

Normandy: The Great Crusade

North America (2013 miniseries)

O

Oddities (2010–present)

One Car Too Far

One Man Army (2011–present)

One Step Beyond

One Way Out (2008–2009)

On the Run

Out In The Cold

Outlaw Empires (2012 miniseries)

Overhaulin' (2004–2009 on TLC, 2012–present on Discovery)

P

Pagans

Passport to Space

Patent Bending

Perfect Disaster

Pitchmen

Planet Earth

Planes That Never Flew

Point of No Return (2002)

Pompeii – Killer In Our Midst (2005)

Pompeii of the East (2005 special)

Pompeii – The Last Day (2003)

Pop Nation

Portraits

Pot Cops (2013)

Profiles of Nature

Property Wars

Prototype This!

Prehistoric Planet

Prehistoric Park

Prehistoric

Pyramid Beyond Imagination (2002)

R

Rally Round the House

Ragin' Cajuns (2012)

Raging Planet

Raw Nature

Ray Mears' The Real Heroes of Telemark (2003 special)

Ray Mears' World of Survival (1997–1998)

Really Big Things

Reporters At War (2003 miniseries)

Rex Hunt's Fishing Adventure (unknown–2004)

Rides

Rise of the Video Game

Rivals

Road Trip USA

Robotica

Rock Raiders (Premieres TBA)

Rocket Science

Royal Deaths & Diseases (2003–2004)

RTL Autowereld

S

Salvage Squad

Sasquatch: Legend Meets Science

Sci-Fi Saved My Life

Sci-Trek

Scrapheap challenge

Seven Wonders Of ...

Sex Sense (miniseries)

Shark Week (annual program)

Silver Rush (2013)

Skywire Live

Smash Lab

Sons of Guns

Solving History with Olly Steeds

Some Assembly Required

Stealth Secrets (≤2005)

Storm Chasers

Storm Warning

Story of India

Stranded: With Cash Peters (Travel Channel)

Strange Days at Blake Holsey High

Street Outlaws (premieres June 10, 2013)

Stunt Junkies

Super Structures of the World (1998–)

Super Weapons of the Ancient World (2005 series)

Superstorm

Supervolcano

Surprise by Design

Survive This

Survivorman

Swamp Brothers

Swamp Loggers

Swords: Life on the Line

T

Tanks

Tanks! The Aces (≤ 2005)

Test Case (2006)

Texas Car Wars

The Battle for Rome (2006)

The Blue Planet

The Colony (2009–present)

The Crocodile Hunter (1997–2004)

The Curse Of Tutankhamen (1999)

The Detonators

The Devil's Ride

The FBI Files (1998–2006)

The Feuding Tombs of Christopher Columbus

The Final 24

The Future Is Wild

The Great Biker Build Off

The Greatest Ever (2005)

The Holocaust: In Memory of Millions

The Huntsmen (premieres TBA)

The Lost Ship of Venice (2006 special)

The Lost Tomb of Jesus (2007 special)

The Mysterious Death of Cleopatra (2006)

The New Al-Qaeda

The New Detectives: Case Studies in Forensic Science (1996–2005)

The Next Step (1991–1996)

The Patiala Necklace (2004)

The Prosecutors: In Pursuit of Justice

The Real American Cowboy

The Reagan Legacy

The Science of Sex Appeal

The Science of Star Wars

The Sinking of the Lusitania: Terror at Sea

The Sun

The Ultimate Guide

The Ultimate Ten

The World's Strangest UFO Stories

The World's Toughest Tunnel (2005)

Time Warp

Titanic: Anatomy of a Disaster

Top Gear

Top Marques

Top Ten (2004–2005)

Tournament

True Horror with Anthony Head (2004)

U

Ultimate Cars

Unchained Reaction

Under Siege: America's Northern Border (2013 special)

Understanding

Universe

Unsolved History (2002–2005)

Untold stories of the ER

Ultimate Car Build-Off

Ultimate Cars

Untamed Africa

V

Valley of the T-Rex (2001 special)

Verminators (2008–2009)

Viking Voyages: Wings of the Dragon (2005)

W

Walking with Beasts

Walking with Cavemen

Walking with Dinosaurs

Walking with Monsters

Warlocks Rising (premieres July 5, 2013)

Warrior Women

Weaponizers

Weapon Masters

Weapons of War (series)

Weed Country (2013)

What's That About?

Wheeler Dealers

When Dinosaurs Roamed America

When Dinosaurs Ruled

When We Left Earth: The NASA Missions

Why Didn't I Think of That?

Wild Discovery

Wild Pacific

Wild Weather (2002 miniseries)

Wildlife Chronicles

Wings

Wreckreation Nation

World of Wonder

World Class Cuisine

World's Biggest And Baddest Bugs (2004)

World's Toughest Fixes

Weird or What?

X

X-Machines

Y

You Spoof Discovery (2007 special)

Yukon Men (2012–present)

Appendix 2: Discovery Channel Logos and Images12 1985–1987

Network ID (1985-1987)

1987–1995 The 1987 logo featured the familiar

wordmark that would last until the 2008 rebrand

Network ID (1987-1989)

Network ID (1988-1991)

Network ID (1990-1993)

12

http://logos.wikia.com/wiki/Discovery_Channel

Network ID (1993-1995)

Network ID (Early 1995)

1995–2000

On September 19, 1995, a new logo was introduced. "The" was removed from the channel's name and the semicircle was changed into a globe. They also launched a new tagline, "Explore Your World".

2000–2008

This altered logo has the word "Channel" moved into the strap. The globe icon was also changed, so that it focused on the Pacific Ocean instead of any continents (the Americas can be seen on its right and Australia on its left).

A high-definition simulcast of Discovery Channel was launched on September 22, 2007. This logo was replaced in April 2008, along with the main logo.

2008–2009

A new logo was launched on April 15, 2008. It was designed by Viewpoint Creative, who were also behind the new graphics for the channel. The channel also got a new tagline, "The World is Just Awesome", with a marketing campaign by 72nd and Sunny. The globe shrunk, the font face was changed, and the strap was removed.

2009–present

Discovery was rebranded again in February 2009 by Royale. They also altered the logo slightly, making the word "CHANNEL" bigger and completely detaching the globe from the D. Being used as a secondary logo as of 2013, the new 2013 logo is increasingly replacing this logo.

2013-present

In mid-2013, Discovery began de-emphasizing the 2009 logo in favor of using the D and globe symbol by itself on-air, with "Discovery" written underneath in print and social media. The network adopted the new tagline "Grab Life By The Globe".

Appendix 3: Discovery Channel Advertisements I love the whole world https://www.youtube.com/watch?v=EC-jau-fpJY The World Is Just Awesome (Boom De Yada)

https://www.youtube.com/watch?v=at_f98qOGY0

In a man’s life https://www.youtube.com/watch?v=CnFvd75CMTc

Appendix 4: ZMET Interviews 1. Male: 20 years old, mechanic engineering student in JHU Global, connected to other world, serious entertainment Rocky Mountain Feel nature

Rocky Mountains: the discovery of the third person point of view on nature and what happened in the world, without the affect and involved of human being, that is ,thinking about the discovery channel is thinking about something of the nature and not human activity. I think I have shown a lot of the live shows that talk about the nature. The discovery channel conducts observational procedures. Overall, the discovery channel is about discovery. The Discovery Channel is all about learning its around. The Discovery Channel has global approach to discovery. To discover those things we don’t know, which is not surrounded by ours. To discovery new things once you could not discovery on your own. We could let the impossible to go. The discovery channel feels more about science in general. What people are considering science. What layman are considering about science. To me, learning is entertaining. When I watch TV, I wanna see something that is enjoyable. Discovery Channel is something that is informative .But discovery channel has something to have fun, if not general people won’t watch it. For example, if you go to lecture, it is pretty dry, people just speak. Something like TV channel of discovery channel who is professional I expected them to properly portrayed things, so as to make them interesting. The way to being informative, and in continuous flow. The information should be giving is to make learning human. Entertainment could be serious. Watching discovery channel is like serious entertainment. Information is serious, but interacting the senses (visual, audience) will make it interesting . The society that gives you something fun, influence your senses.

2. Male: Middle aged, fisherman Feeling of curiosity Obviously, the cat is curious. I am wondering what it is looking at. So it is the curiosity things. Find an image that would made me think of discovery channel, that image that picked my curiosity. When I turned on the TV, I found out this train does 250 miles a hour, I never saw a train that goes 250 miles per hour until I watched it, so it is more about the learning and curiosity things. This is all the stuff you just don’t see, you never know it exists. I have no ideas if even of those was even around. There is a train in UK that runs aon magnets, it is a magnets train, it runs in the magnet field

Feeling of innovations trust, just like every day normal things My favorite show is Deadlist catch, river monster. It is a learning process. Because I have no idea what these pieces are. I have no idea how they works, but I wanna know. This is what’s gotten me watching it, so it is a whole learning thing. I don’t know what’s its go to, I don’t know what’s its fit into. I don’t know what it for . I don’t know what’s it useful. From the river monster I learned about the fish that won’t exist. That fish in Thailand that eats you. I did not know that until I watched it A lot of thing in it you don’t even know it exists until you see it. You just absolutely have no idea . This picture represents the new ideas, because I wanna know what does it goes into since it is something I don’t know. But like the gears, you see it everywhere but I just want to know something that goes into it. The program normally about 1 hour long, it shows you how the machine works. I learn how this part fit into, quite possibly how they made, where they made, what they operate. It is interesting, like most of the program is interesting. There are things you don’t see everyday. Things you don’t know about. How many people do you know that catch huge craps in the sea

in the Nebraska. In the last week of river monster I watched there is a fish that will eat you This is not like a shark. This is a fresh water fish that you would not expect to eat you will eat you. If it is not real, then i am very stupid. Because it is really a believable show. It is a believable brand. I don’t know that you can fake it. I am a common sense guy. I can pretty much fix everything. Do everything. Because I have the common sense It is a very believable brand . Because you just couldn't fake it . I do a lot of hunting in 2009. I was in utal. There is a gentle men in deadliest catch I met, so I air hunting with this guy. He is the average normal guy. I am a common sense guy You don’t need to prove,just through your inner feeling and common sense you believe it . You see the river monster, that gentle men is Jeremy John Wade.There is no guy in the moving water opening the door, and the camera guys sees OK action, then the fish comes into the pocket. I am a fish man, I trust what he did, his expertise. 0 What is the probability that you come back home and look into these gears to interest yourself. You never really notice this gears . But the truth is, after you are tired, you sit dow the chairs and watch TV. but when it comes to the TV, you started to notice how important and how amazing it is. If you are sitting by yourself and bored and you will not into the laptop and see I want to find the gears and how it works, so feel more productive in the life. It is one of the better way to educate yourself. My wife hates the discovery channel, because it is all I watch. You are very like willing to learn , how ever I don’t want to go to college. I go fishing , the fishing man is

gonna tell me every thing of the stuff that I don’t need to know, I just want to know. To me, the program is a learning tool, that is my idea of learning the real world. 3. Female: 20s, MS Marketing student in Johns Hopkins University

Light in the darkness Feel hopeful To me, discovery channel give hopes to my life. I once went through a very difficult time in senior year in my college. I have experienced the betrayal, academics crisis, illness, all the things happens at the same time and I feel hopeless and no longer believe in the world and people around me. Someone suggests me to keep doing one thing everyday and finally you ll find the values and you ll rediscovery the beauty in the world. So I choose to workout in the fitness equipment everyday while watching TV. At that time, the discovery channel turns me on , I especially watch the dual survival and the auction king. In the dual survival, I witness how people overcome the extreme weather and rigorous environment and actually create more fun even living there, such as learn to hunt and cook the pheaseat , learn to cut off the wood and make bed, and so on. In the auction king, I learned how different people value different things in different way and those auction stuff I never gotten see before myself. Because of the discovery channel, I learned that you actually can perform better and create more fun when you are in the unfavorable situation. This gives meaning to my life again and I believe all it talks are real, then I watch it everyday and it becomes part of my life.

4. Female, 29, Medical representative

Lake in the mountain.

The feeling of cool comfortable wind.

Carnaval Or Horse racing

The feeling of frenetic, eventful

Night flight

Represent curiosity.

5. Female, 27, Clinical Research Associate

I love the voice.

The voice makes me feel truthful, and I pictured a man, 40, blonde, experienced, who is rough,

but kind. Who explores the world with a heart.

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Hendricks, J.S. (2011), Resist the Temptation, Stick to Your Brand, Broadcasting & Cable, Vol. 141 Issue 44, p16-16. 1p

Grove, R. (2007), Discovery Channel Rediscovers Itself, BloombergBusinessweek, retrieved from http://www.businessweek.com/stories/2007-06-17/discovery-channel-rediscovers-itself

Discovery Communication Inc., (2011), Annual report. Retrieved from

http://corporate-media.s3.amazonaws.com/uploads/pdf/2011-annual-report.pdf

Christensen, G. L. (n.d.). Mapping Consumers’ Mental Models with ZMET. . Retrieved January 1, 2014, from http://starlings.co.kr/ucc/flight/7316720120401214821.pdf Hare, B. (2013, August 13). Discovery Channel defends dramatized shark special 'Megalodon'. . Retrieved , from http://www.cnn.com/2013/08/07/showbiz/tv/discovery-shark-week-megalodon/ Wheaton, W. (2013, August 5). DISCOVERY CHANNEL OWES ITS VIEWERS AN APOLOGY. . Retrieved , from http://wilwheaton.net/2013/08/discovery-channel-owes-its-viewers-an-apology/

http://en.wikipedia.org/wiki/List_of_programs_broadcast_by_Discovery_Channel

http://logos.wikia.com/wiki/Discovery_Channel

http://corporate.discovery.com/our-company/map/

http://voices.yahoo.com/guide-top-10-discovery-channel-shows-2854951.html

Discovery staff, http://corporate.discovery.com/brands/international/