The Cutest Loser
Nature of Our Firm
Entertainment, Education
History
Founded by John Hendricks, The Discovery Channel first broadcasted on June 17, 1985. Ever since the beginning, the focus of the channel has been on education, culture, and wildlife. As the channel grew in popularity, Discovery tried to broaden its viewership by delving into other market segments such as automotive, reality, and occupation shows. These attempts did not meet expectations, so Discovery repositioned itself again to return its focus to popular science and history topics again. Then in 1996, Animal Planet came into existence and went international in 1997.
Current Marketing Strategies
Marketing strategies that are currently on the rise for both Animal Planet and Discovery are:
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pet products
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lifestyle products
Animal Planet entered into a retail program with PetSmart and uses pet products as a large portion of their licensing strategy. They also have a strong relationship with Toys R Us.
Discovery Communications is opening up to more licensing opportunities and is developing programs in wider categories to target different age groups.
History and Background
