Discovery launches new ad-supported news app

By Chris Harnick

November 12, 2009

The latest in science and technology

Discovery Communications, the company behind television networks Discovery Channel and TLC, launched an iPhone application to coincide with its news Web site, Discovery News.

The new application features news content focused on science and technology. The application is $0.99 per download and is also ad-supported.

“We saw a great opportunity to launching both the new site and the app at the same time,” said Miguel Monteverde, general manager of Discovery News and vice president of programming and digital media at Discovery Communications, Silver Spring, MD.

“News is a natural fit for mobile and with a focus on science and technology, Discovery News’ content lends itself particularly well to the platform,” he said. “The Discovery News app offers the same high-quality, up-to-the-minute coverage and analysis as our new site, bringing the world to consumers through the lens of science and technology.

“The app features regularly updated videos, articles and photos, designed to give consumers access to Discovery News wherever they are.”

Something for every consumer

Discovery Communications is a nonfiction media company that reaches more than 1.5 billion subscribers in more than 170 countries.  Discovery TV networks also include Animal Planet and Investigation Discovery. 

Discovering apps
Discovery News focuses on breaking news, as well as coverage and analysis of developments in technology, space and earth sciences.

The ad-supported application did not launch with an exclusive sponsor, but it is using Quattro Wireless to serve banner advertisements for various brands.

Rotten to the core?

Mr. Monteverde said that Quattro serves ads against the headlines and articles only.

Discovery partnered with NewsGator Technologies to create the application.

The application is a direct extension of the new Web site and features much of the same functionality.

News categories in the application are Earth, Space, Tech, Animals, Dinosaurs, Archaeology, Human and History.

Multimedia features include video, photos, articles and blogs with dedicated topic hubs with experts in space, technology and Earth.

The application also features Wide Angles, features on current science-technology topics that include multiple types of content such as images, audio and video.

In addition to the application, Mr. Monteverde said that Discovery content is available on the company’s portfolio of branded mobile Web sites at http://m.discovery.com, http://m.animalplanet.com and http://m.discoveryhealth.com.

Discovery is not new to the mobile space.

The Discovery Channel launched an ad-supported application for Apple's iPhone in August, providing consumers with new videos, daily news, quizzes, photos and television schedules.

The application provides direct access to the iTunes store, letting users get full-length episodes of Discovery Channel programming and providing Discovery with another monetization method in addition to advertising (see story).

Mr. Monteverde said that Discovery News is for the everyday consumer with no specific target demographic.

“Consumers are increasingly looking for news content on their mobile devices so ensuring Discovery News has a presence on mobile was part of our earliest conversations,” Mr. Monteverde said.