Discovery Communications allows viewers to go on journey without
ever having to leave their couch. The company is the world's #1
non-fiction media company, with more than 150 worldwide cable TV
networks, including Discovery Channel, Animal Planet, and TLC.
Discovery's various networks reach more than 3 billion subscribers
in about 220 countries. In addition, the company offers educational
products and services to school; a diverse set of digital media
services; and online content through Seeker and SourceFed.
Discovery distributes customized content throughout the
world in more than 40 languages. US networks account for about 50%
Sales and Marketing
The company cites the popularity of non-fiction
programming as a key factor in its success; Discovery has
carved out its leading position in the TV business by focusing on
non-fiction and reality-based shows that mix entertainment and
Like rival cable programmers such as Viacom and
A&E Television Networks, Discovery uses its portfolio of
channels to segment its audience by programming each network around
specific interests. The strategy gives each of Discovery's channels
a distinct identity and simplifies the company's marketing efforts.
It also increases the value of commercial air time for advertisers
trying to reach those audiences. Discovery generates the
lion's share of its revenue through advertising and carriage fees
paid by cable system operators.