Representations of the Animal World on the Discovery Channel
Files
Document Type
Book Chapter
Description
Book Title:
Between the Species: Readings in Human-Animal Relations
Book Chapter Description:
During a 1996 cable TV marketing conference, leading cable network executives reinforced the notion that "effective branding means cultivating a network identity around a narrowly targeted concept with global appeal" (Littleton 56). Whether a cable network offers 24-hour news programming or classic Hollywood movies, the central goal of successful cable branding is to become recognized as a world-wide authority in a content field. Along with MTV and other cable networks, the Discovery Channel has sought to establish a global brand image based on its perceived authority in educational and nonfictional documentary programming." A brand is something that can be appreciated universally," said Greg Moyer, chief executive and creative officer of Discovery Communications. The market strength of Discovery's brand has allowed it to extend its cable and satellite networks into 155 countries, and to expand its worldwide audience to over 231 million homes (Eisenberg 54). According to the National Cable Television Association's 2002 ranking of the top 20 cable TV networks, the Discovery Channel ranked fifth, with 86.1 million subscribers, just ahead of TNT (Turner Network Television; Park 282). While this information illustrates many of the corporate and economic determinants of the Discovery Channel's programming, it does not really explain how the network produces and schedules programming that effectively engages its diverse array of viewers.
ISBN
9780205594931
Publication Date
2009
Publisher
Pearson A & B
City
Boston
Disciplines
Animal Studies | Broadcast and Video Studies | Communication | Television
Recommended Citation
Pierson, David P., "Representations of the Animal World on the Discovery Channel" (2009). Faculty, Staff, and Alumni Books. 724.
https://digitalcommons.usm.maine.edu/facbooks/724
