The Discovery Channel has debuted an ad-supported application for Apple's iPhone, providing consumers wih new videos, daily news, quizzes, photos and television schedules.

The application provides direct access to the iTunes store, enabling users to get full-length episodes of Discovery Channel programming and providing Discovery with another monetization method in addition to advertising. Footwear giant Puma is among the brands running pre-roll video advertising within the application.

"With increasing consumption of entertainment on smartphones, we wanted to enable our fans to stay connected to their favorite programs wherever they go," said Doug Craig, senior vice president of digital and home entertainment at Discovery Communications, Silver Spring, MD.

"The launch of our Discovery Channel iPhone app is a natural extension of our mobile strategy, which offers consumers engaging mobile Web and video content through multiple carriers and services," he said.

"The app serves as another touch point to engage Discovery Channel fans across demos by providing an immersive experience that includes videos of Discovery Channel's top programs, quizzes, photos, Discovery News and more."

Discovery Channel is an American satellite and cable television channel distributed by Discovery Communications. It provides documentary programming focused primarily on popular science, technology and history.

In the U.S., the programming for the main Discovery network is primarily focused on reality-based TV themes, including automobiles, speculative investigation with shows such as "MythBusters," "Unsolved History and "Best Evidence," and occupations with shows such as "Dirty Jobs" and "Deadliest Catch."

Discovery Channel also features documentaries specifically aimed at families and younger audiences such as the annual "Shark Week."

To celebrate the 22nd year of Shark Week, the Discovery Channel brought its full-length shark programs to Flo TV's live mobile TV 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).

Rhythm NewMedia specializes in mobile video applications, working with its media clients to create, serve and monetize applications featuring TV shows.

The Discovery Channel iPhone application features clips from Discovery Channel shows such as MythBusters, Deadliest Catch and Man vs. Wild, as well as behind-the-scenes information about the shows and cast members.

Discovery's news bureau delivers highlights from the latest worldwide events.

The Discovery application's photo galleries feature images from space, nature, extreme weather, animals and Discovery cast members.

"We worked closely with Rhythm New Media from design concept to launch and they will continue to host and serve the content," Mr. Craig said.

"We are using a variety of vehicles to promote the Discovery Channel app including our Web sites, email newsletters and through social networking sites," he said.