Venture Is Part of Cable Programmer’s Effort to Branch Out From TV
Discovery Communications Inc. recently announced the availability of Discovery’s world-class video clips of historic sites and other spots around the world through Google Earth, Google’s satellite imagery-based mapping product that combines 3D buildings and terrain with mapping capability and Google search. One of several new ways the Silver Spring cable programmer is distributing its content beyond television.
The partnership takes Google Earth one step closer to becoming a "browser for the planet," said John Hanke, director of Google Maps, Local and Earth, speaking during a teleconference with reporters.
The effort starts with clips on 10 popular U.S. national parks, including Yellowstone, Mount Rushmore and Dinosaur National Park. Discovery will add 50 more locations in several weeks and continue to expand the service, drawing from 100,000 hours of film in its archives, to include clips of everything from the Statue of Liberty in New York to the Great Wall of China.
Google Earth users will be able to view the videos by clicking on a Discovery globe icon displayed on maps of places for which content is available. A click will launch a Discovery-hosted broadband player offering a selection of video clips.
"Google Earth users worldwide can now access enriching and educational videos that capture the breadth and detail of popular destinations and national landmarks," said Hanke.
Discovery’s video content complements the immersive experience of Google Earth and aligns well with our company mission to deliver the world’s information directly to users.
Over the next few weeks, Google’s program will begin including a globe icon, linking users to a series of two- to four-minute videos from Discovery’s archives. Because clicking on the globe icon will take users to a Discovery-hosted site, Discovery will be able to sell advertising for those pages and keep all the revenue.
Discovery has been looking for ways to expand beyond cable programming, including development of a new Internet-based subscription learning service.
"We view this as a big, big revenue opportunity. We have already had interest and overtures from major advertisers," Donald A. Baer, Discovery’s Senior Executive Vice President for Strategy & Development, said during a conference call.
By combining Discovery’s wealth of knowledge-based content with Google Earth’s innovative platform and technology, consumers have an unparalleled opportunity to explore our world as never before," said Baer, who heads Discovery’s global multiplatform efforts. "With the worldwide appeal and utility of Discovery’s programming, the possibilities for exploration are endless."
New York-based Discovery, which is owned by Discovery Holding Co., Cox Communications Inc., Advance/Newhouse Communications and company founder John S. Hendricks, plans to support the service with advertising and to eventually offer paid downloads, said Baer.
The service is already attracting interest from large advertisers, he said. And Discovery aims to offer downloads of longer videos as well as things like video and audio walking tours.
Google makes money with Google Earth by charging customers who download premium and professional versions of the application and by selling advertising that appears with map search results.
The main benefit Google gets from its partnership with Discovery is help promoting wider adoption of its Google Earth application. Microsoft and Yahoo are promoting their own mapping systems.
"At some point, you want to prevent the other technology from being adopted," said David Card, an analyst for Jupiter Research.
In developing Google Earth, "the idea was to build this browser for the planet," Hanke said. As such, the agreement, which is not exclusive, is part of an overall effort to encourage content providers to build off Google Earth. The Internet giant will promote efforts like Discovery’s that it considers particularly exciting or powerful, he said. Other content visible through Google Earth includes several hundred still photographs of Africa and articles from National Geographic.
"When we see interesting and exciting content, we will promote that on our landing page," said Hanke.
"Discovery is becoming a big leader in the multi-platform world," Baer said. Separately, Discovery announced that it will launch its first broadband channels, Discovery Channel Beyond and Travel Channel Beyond, on April 15. The broadband channels offer outtakes and bloopers from selected Discovery shows and other related content online. The channels are to be supported entirely by advertising and are free. The company is talking with U.S. mobile phone service providers about supplying a broadcast feed for wireless devices. It already does so in other parts of the world.
Discovery would not share any revenue from the Google Earth service with Google, which makes money from the product through search-generated ads for local businesses and premium software subscriptions.
The Google-Discovery partnership comes as networks are looking for ways to increase their presence on the Web. CBS, for instance, offers episodes of "CSI: Crime Scene Investigation" on Google’s video service. Meanwhile, Walt Disney Co.’s, ABC and Viacom Inc.’s Comedy Central and Nickelodeon sell shows through Apple Computer Inc.’s popular iTunes service.
Networks are also launching free, advertising-supported sites with video content. AOL and Warner Brothers, both divisions of Time Warner Inc., recently launched a broadband TV network, In2TV, featuring popular older TV shows such as "Welcome Back, Kotter," "Growing Pains" and "Lois & Clark." The channel also runs commercials from Kia Motors Corp., Kraft Foods Inc. and Intel Corp.
Among Discovery’s core content genres of History, Science, the Natural World, Travel and Adventure and Animals, users will find:
- Video content for 10 destinations available beginning today: Glacier National Park; Yellowstone; The Everglades; Point Reyes National Seashore; Mt. Rushmore; Alaska National Parks; Arches and Canyonlands National Parks; Santa Monica Mountains National Park; Carlsbad Caverns; and Dinosaur National Park;
- Ongoing content updates and additions, including videos for nearly 50 new locations spanning the globe in the coming months; and
- Special features on Discovery’s world-class specials such as the upcoming global series DISCOVERY ATLAS, the most ambitious HD project ever, offering both video and companion content for 30 countries included in a multi-year programming franchise beginning with China, Brazil, Italy and Australia in 2006.