Discovery exec: mobile media in hyper-growth mode

By Dan Butcher

November 19, 2009

Discovery is getting aggressive with its mobile strategy

Discovery Communications has promoted Todd Zander to vice president of digital media distribution, and he discussed Discovery’s mobile marketing strategy in an exclusive interview.

In his new role, Mr. Zander is responsible for developing and executing strategies to drive further distribution for Discovery’s digital media offerings across online and mobile platforms. In addition, he will work closely with the Discovery Education division to extend distribution for the company’s educational services through new partnerships within the digital arena.

Mr. Zander, who is based in Discovery’s New York office, reports to Rebecca Glashow, senior vice president of digital media distribution at Discovery Communications.

Mobile media
Discovery Communications claims to be the world’s No. 1 nonfiction media company reaching more than 1.5 billion cumulative subscribers in 170-plus countries.

Discovery operates 100-plus networks worldwide, including Discovery Channel, TLC, Animal Planet, Science Channel, Planet Green, Investigation Discovery and HD Theater, as well as a portfolio of digital media services such as HowStuffWorks.com.

The Discovery Channel's iPhone app features a mobile video carousel with pre-roll advertising

Previously, Mr. Zander served as director of digital media distribution, where he built partnerships with mobile distributors, service providers and developers.

He recently played a leading role in the launch of the company’s first network-branded iPhone application for Discovery Channel, which has been downloaded over 1.5 million times and remains a Top Entertainment App in iTunes (see story).

The company also recently launched the Discovery News application for iPhone and iPod touch (see story).

Todd Zander is vice president of digital media distribution at Discovery Communications

In August, to celebrate the 22nd year of Shark Week, the Discovery Channel brought its full-length shark programs to Flo TV's live mobile television service (see story).

Discovery also regularly runs mobile advertising to promote its shows (see story) and is one of the channels featured in QuickPlay Media's PrimeTime2Go mobile TV service for AT&T and T-Mobile USA subscribers (see story).

Mobile Discovery
Prior to Discovery, Mr. Zander was the associate director for the V Cast Video product at Verizon Wireless, where he managed programming and business development for the mobile video service.

Before that, he held sales executive positions at Microsoft and Sun Microsystems. Mr. Zander began his career in product marketing at AT&T Labs.

Mobile Marketer’s Dan Butcher interviewed Mr. Zander, who spoke about Discovery Communications’ mobile strategy. Here is what he had to say:

How does mobile fit into Discovery’s overall marketing strategy? What is the importance of mobile for Discovery’s various brands?
My focus is on distribution, but I regularly partner with my marketing colleagues on our efforts.

For example, the Discovery Channel iPhone app was designed to be revenue-generating as well as promotional, and its success in reach and engagement has resulted in some great marketing for the brand on mobile.  
 
Can you please specify the target demographics for each of Discovery’s brands that has a mobile platform? How does mobile help you reach those consumers/viewers?
I always like to say that we target the demographic who is targeting mobile.

A few years ago the teenage male was the primary demographic consuming mobile media. The iPhone has ushered in a much wider range of demographic targets, and as a result, we intend to expand our reach on smartphone platforms to address a wider range of demos.

Discovery is very fortunate in that we have programming that attracts every demo imaginable. From Mythbusters on Discovery Channel and Cake Boss on TLC to our Discovery Kids programming, we create compelling mobile experiences for everyone.  
 
What are Discovery’s key partnerships with distributors, service providers and developers in the mobile space?
We work closely with most of the major U.S. wireless carriers, from on-deck mobile Web programming to ringtone, ringback-tone and wallpaper distribution.

You can find video from Discovery’s family of networks on Verizon's V Cast service, MobiTV, Sprint's video service and QuickPlay's PrimeTime2Go.

Rhythm NewMedia developed our Discovery Channel iPhone app. Transpera is our video partner for our mobile Web sites.  
 
What will your mandate and responsibilities be in your new position?
I will continue to forge new partnerships in the mobile and online space to grow Discovery's reach. Our ultimate goal has always been to be where our fans want to consume quality, entertainment media.

Mobile media is one of the few industries today in hyper-growth mode and we will continue to participate and invest where it makes business sense.

I am also chartered with finding new ways to distribute Discovery Education's rich-media services.

Discovery Education services reach over 60 percent of U.S. K-12 schools, and with the growth of technology integration in the classroom, we see extraordinary opportunities to play a key role in shaping that transformation.