A strategic move
The move to extend commercial advertising sales to all five channels in the region serves to broaden the reach available to advertisers, by using Discovery's full portfolio of channel brands to reach a broader consumer demographic. Discovery Networks sees the launch of commercial ad sales as a strategic move to help consolidate the company's advertising business in Africa.
Dorota Zurkowska-Bytner, VP of advertising sales for Discovery Networks CEEMEA, says, "We are delighted to be launching commercial ad sales with DStv Media Sales and are confident that TLC, ID and Animal Planet will be a strong addition to our existing commercial portfolio.
"Advertisers will reach a broader market, comprising families with Animal Planet, younger and older men with Discovery Channel and Discovery World and women of various ages, with TLC and ID. Our extensive portfolio will now cater to every consumer demographic" explains Zurkowska-Bytner.
Discovery Networks offers advertisers the security of recognised channel brands and quality content with no other network offering this depth and breadth in factual entertainment. The launch presents an opportunity for clients to target a large female client-base with TLC which is reportedly a top network for women in the United States and reaches more than 228 million household internationally.
Since TLC international rollout 18 months ago, the network is now in 18 markets across CEEMEA. TLC is strong offer for the female audience and is reported to have demonstrated strength alongside Discovery Channel, which remains as a viewing destination for men.
Chris Hitchings, CEO, DStv Media Sales, said, "DStv Media Sales and Discovery Networks are together expanding business opportunities with these additional launches. We are delighted to be offering clients and prospective advertisers the opportunity to access such a rich and diverse portfolio of programming through any of the five Discovery Network brands".
Both TLC and ID are carried on the DSTV Compact bouquet - which extends the channels' reach and ultimately, their appeal for advertisers. TLC has received a positive reaction from DStv and its subscribers.
Commercial advertising sales will be available through DStv Media Sales for Discovery Channel, Discovery World, Animal Planet, TLC and ID: Investigation Discovery.
For more, go to corporate.discovery.com/brands/international
