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| Discovery
Offers Content Via iTunes |
As
of mid-May, Discovery Networks had partnered with Apple
to provide video content from Discovery's family of
networks for purchase at the iTunes Music Store. Discovery's
content features programs from all their networks -
Discovery, Discovery Health, Animal Planet, Discovery
Kids and Travel Channel.
This
is part of Discovery's efforts to promote its television
networks and engage viewers across the emerging multiplatform
environment. Besides marketing content via TV, Discovery
had been continually increasing customer
experience
through retail stores and now, through mobile
devices
(via the iPod).
Currently,
they are only streaming content. As this pilot takes
off, Discovery will probably look into incorporating
advertising components in this new venture. As Discovery
is the content owner, their position will allow
for better integrated marketing and advertising opportunities
especially
in Asia Pacific. Apple is also looking to strengthen
its position beyond music, looking to get ahead of
its competitors by offering video content. Beyond
Discovery Network, Apple may well also begin to partner
with other cable content providers as well.
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