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Future of TV Upfront Discovery Communications

Discovery lays out plans to expand digitally at upfront


By Yale Buchwald, Contributor

April 1, 2016 | 2 min read

Discovery proved that they are poised to continue to grow as a massive digital and social destination. “We try to relate to where culture is,” said David Zaslav, Discovery Communications' CEO, at their upfront press breakfast this morning in New York City. “The heart of what we do is satisfy curiosity," he added.

A major digital highlight from the event was Seeker, their "digital network dedicated to the spirit of adventure." Chief Commerical Officer Paul Guyardo said the platform is "for bright, curious millennials that are looking to satisfy their curiosity.” Content on Seeker will primarily focus on science, understanding our world, and exploration. Seeker programming will include documentaries, live-streaming, and even original VR content.

Guyardo also announced Discovery Engage, their new data product. Engage “allows advertisers to target based on behavioral characteristics, in addition to age and gender," he explained." "We can really work with clients, post the campaign, and help them understand the return on investment that they are getting for their media buy, in addition to measuring impressions,” he added.

Additionally, Discovery announced 20 new TV series. Some exciting ones include two original scripted series, “Harley and the Davidsons” (a miniseries about the creators of Harley-Davidson), and “Manifesto” (tracking the FBI’s 20 year hunt to bring down the "Unabomber," Ted Kaczynski). Other interesting new shows: “Hard Evidence: OJ is Innocent”, a true crime series appearing on Investigation Discovery in early 2017. The full upfront announcement is here.

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Future of TV Upfront Discovery Communications

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