| Designed
to complement its television networks by strengthening viewers’ loyalty as
well as attracting new audiences to Discovery’s brands, the mobile portal
offers programming extensions that consumers can use while on-the-go. The features
range from recipes and corresponding grocery lists from TLC’s new series
Take Home Chef to fashion tips from the hosts of What Not To Wear. Pregnancy calendars,
health tips and smoking cessation guides related to Discovery Health will also
be added in the near future. Discovery senior VP, new media Clint Stinchcomb,
says, "Whether it’s a busy parent trying to feed the kids or a teenager
looking to put a personal touch on their cell phone, our mobile portal is a way
for consumers to simplify, enhance and enjoy their lives with Discovery features
at their fingertips." Features on Discovery’s new mobile portal
also include: • Downloadable ring tones, wallpaper and podcasts from
Discovery favorites such as Discovery Channel’s Shark Week, TLC’s
Miami Ink and Animal Planet’s The Crocodile Hunter, as well
as over two dozen animal sounds and a variety of breathtaking nature scenes from
around the globe, among others. The cost per download is $1.99. • Discovery
News text reports offering information in the areas of science, nature, health,
travel, all things about planet earth and current affairs. Updated daily, Discovery
News offers perspective and commentary from multiple sources including the company’s
in-house development and editorial team and Associated Press Television News. •
Fan sites where consumers can view exclusive video clips, learn more about on-air
personalities and access program schedules. • Short-form spotlights
of shows from Discovery’s entire family of U.S. networks offering program
descriptions and scheduling information. Discovery’s mobile portal
can be accessed from any US network through the mobile URL at discoverymobile.com.
The company will also introduce Discovery Mobile, a dedicated, 24-hour mobile
programming network designed specifically for portable platforms available through
mobile carriers this quarter. Updated weekly, Discovery Mobile will push content
to consumers such as original made-for-mobile series, abbreviated versions of
Discovery’s most popular programs, never before seen footage, one-of-a-kind
extras and user-generated content. The launch of the US mobile portal builds
on Discovery’s strong foundation of success in the international mobile marketplace
where it has already launched a direct-to-consumer mobile portal in the UK. Discovery
Mobile is available in nine countries. The company also has a global partnership
with Nokia, which carries customized Discovery content on its newest and most
sophisticated devices. This announcement follows a series of new media initiatives
Discovery has recently unveiled. Discovery has been launching new services and
working with strategic partners to bring its high-quality, informative and entertaining
content to consumers wherever they are and whenever they want it. Discovery
says that it is the first media company to provide its world-class video content
on Google Earth, the revolutionary satellite imagery-based mapping product, and
the first nonfiction programmer to offer video content through the iTunes music
store. Discovery also launched the first of its U.S. broadband channels: Discovery
Channel Beyond, TLC Beyond, Travel Channel Beyond and Animal Planet Beyond, as
well as the new TURBO broadband channel. | 
