After scarcely 30 years, even “Shark Week,” Discovery Communications’ annual ratings winner, needs a makeover.
Which is because Olympic champ Michael Phelps will find himself in a pool racing a shark this summer.
The special star turn, announced on Tuesday, comes as digital players squeeze some-more courtesy from marketers — forcing normal TV networks to work harder to squeeze a courtesy and dollars of advertisers.
Chief Executive David Zaslav is pitching his company’s programming bravery opposite all platforms, including new Olympic-themed calm for Snapchat and a new marriage app for sale by Amazon.
“We have to figure out IP [intellectual property] that can be on each singular device,” Zaslav pronounced during a company’s upfront display in New York.
Last year, Discovery Communications had US ad income of $1.69 billion, a 2 percent boost over 2015.
Digital ad spending is approaching to strike $77.37 billion this year, while TV ad spending will be $72.01 billion, according to eMarketer.
Discovery, that operates a namesake channel and TLC, Animal Planet and ID, owns all of a calm it front — and final tumble invested $100 million in Ben Lerer’s Group Nine Media, that operates a horde of digital ventures, including NowThis.
Group Nine calm collects some 5 billion streams a month and will assistance advertisers renovate their TV commercials to turn some-more applicable in amicable media.
Discovery also owns a European rights to a 2018 Winter Olympics and is during work formulating one-minute profiles of Olympians to share on amicable media around a globe.
Discovery, like other normal TV outlets, is also quick during work to furnish apps so advertisers can strech their aim demo where they live — on unstable devices.
At Discovery, that means apps for all of a TV channels. It is a No. 1 provider of news and video on Facebook, it said.
“It’s about changing a enlightenment of a company,” pronounced Zaslav.
Discovery apps were downloaded 7 million times in 2016 and will be accessible to 116 million connected inclination by a finish of 2017.
Discovery also announced:
- A new app for Amazon called “Say Yes,” for $3.99
- Reboots of strange shows “Trading Spaces” (the home restoration array that catapulted a genre into being), “Cash Cab” (in that stars warn cabbies) and “Mythbusters.”
- New programs, including “My Fat Pet (a uncover about people who overfeed their animals and afterwards try to get them fit again), “Darkness” (a presence array that has contestants clambering around in subterraneous caves in finish darkness) and a uncover that commemorates a anniversary of Princess Diana’s death.
The expansion of these channels will be constant, one researcher said.
“Discovery and other non-sports-driven wire networks need to rope together to emanate a inexpensive party gold (sub $20), generally with sports-heavy Hulu live rising soon,” BTIG’s Rich Greenfield told The Post.