Discovery Communications allows viewers to go on safari 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 The Learning Channel (TLC). Discovery's various networks reache more than 2 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 Discovery.com and AnimalPlanet.com.
Discovery distributes customized content throughout the world in more than 40 languages. US networks account for about 50% of revenue.
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 educational content.
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.