29 March 2009 saw Discovery Networks Asia-Pacific (DNAP) reveal a new logo and refreshed on-air brand campaign for Discovery Channel across the region. The on-air campaign continues with the infectious ‘The World is Just Awesome’, which launched late 2008. Discovery Channel is also marking its fifteenth year in the region with a special programming stunt ‘Discover More’ featuring sneak peeks and some of the region’s best-rated content. Boston-based Viewpoint Creative developed the revitalized brand mark that continues to leverage the equity of its signature ‘globe.’ By linking the globe into the ‘D’ of Discovery, Viewpoint fused the world and brand. The stylized earth, contemporary color palette and fresh typography all combine to bring the mark more in line with Discovery as the global communications company it is today. The mark can also separate the ‘D-globe’ as a single entity, in order to create a unique and dynamic icon. This icon can be used as a shorthand ‘identifier’ in the future. Explains Tom Keaveny executive vice president and managing director Discovery Networks Asia-Pacific, “The rebrand aligns the new Discovery Channel logo with the (April 2008-launched) one being used in the US. The international roll-out started in the UK mid-February, followed by Latin America on 1 March. We are rolling out the rebrand in these international markets this year to tie in with Discovery Channel’s 15th anniversary of broadcasting in Asia and Latin America, and the 20th anniversary of Discovery’s international division, which first launched in the UK and Europe in 1989.” Discovery Channel launched in Asia in 1994 via the Palapa B2P satellite in Indonesia, New Zealand, Philippines, Taiwan, Thailand and as a block in Korea. Today, it is broadcast on eight separate feeds with programming customized in ten languages, reaching 30 countries and more than 157 million households in Asia Pacific. It remains the flagship channel in Discovery Networks Asia-Pacific’s portfolio of seven brands. Putting this into an international context, Asia Pacific accounts for around 44 percent of Discovery Channel’s 356 million households, and 17 percent of its 170 countries and territories worldwide. Keaveny says Discovery Channel has been the number one most watched regional cable and satellite channel for the last ten consecutive years (2007 Pan-Asian Cross Media Study – Past Week among All Respondents, and Past Month among Cable/Satellite Viewers). It was named Cable & Satellite Channel of the Year 2004, as well as being a huge contributory factor in DNAP winning Cable & Satellite Network of the Year at the Asian Television Awards 2007 and 2008. “We are one of the world’s leading providers of high-quality non-fiction programming and will continue to entertain our viewers with compelling global series and regionally relevant content from our extensive library,” says Keaveny. “Discovery is now a content brand, not just a linear channel. As we own most of our content across all platforms, we are uniquely positioned to take advantage of new growth opportunities and will be exploring these as they present themselves, including for digital television and digital media extensions,” he adds. “The strength and credibility of the Discovery Channel brand has enabled us to diversify, transcending television to different platforms such as online, mobile, VOD, HD, and even print – with the Discovery Channel Magazine. From that one channel, we have also been able to successfully grow our portfolio, and now have seven brands – Discovery Channel, Animal Planet, Discovery Travel & Living, Discovery Science, Discovery Home & Health, Discovery Turbo, and Discovery HD – reaching over 442 million cumulative subscribers in the region. We plan to continue to provide more entertainment and choice for our viewers by growing our portfolio and expanding distribution in Asia Pacific.” TVAplus