Discovery Communications, which claims to be the No. 1 nonfiction media company, has launched its MythBusters application for Apple?s iPad to extend the show?s reach.

Available in the App Store, the application brings fans a new way to experience the Emmy-nominated series. The application, created in conjunction with developer Phunware, delivers a re-imagined fan experience designed especially for iPad, building on the recently launched MythBusters application for iPhone and iPod touch.

?Discovery's audience is innately curious, and we consistently seek to satisfy that curiosity and extend engagement with our brands and series across all platforms,? said Rebecca Glashow, senior vice president of digital media distribution at Discovery Communications, New York. ?MythBusters was the perfect match for this innovative new platform, as its viewers are science and technology enthusiasts and incredibly active online.

?With the MythBusters app for iPad, we have designed a digital companion that complements the television viewing experience,? she said. ?By bringing our content to platforms like the iPad and building interactivity around that content, we also hope that it will continue to build broad franchises and strengthen loyalty to our networks.?
 
Discovery Communications claims to reach more than 1.5 billion cumulative subscribers in 170 countries via its 100-plus networks worldwide.

Its properties include the Discovery Channel, TLC, Animal Planet, Science Channel, Planet Green, Investigation Discovery and HD Theater, as well a digital media services such as HowStuffWorks.com.

MythBusters is a science-themed show hosted by Jamie Hyneman and Adam Savage with co-hosts Tory Belleci, Kari Byron and Grant Imahara. New episodes of MythBusters air on Wednesdays at 9 PM (ET/PT) on Discovery Channel.

Phunware Inc. is an enterprise-branded mobile application infrastructure company specializing in corporate and university-centric mobile initiatives.

?Phunware provides deep technical expertise in rapid prototyping for mobile environments plus has a robust set of mobile application infrastructure services,? Ms. Glashow said.

?The timeline associated with the iPad launch was incredibly tight and Phunware was an ideal strategic partner for navigating the complexities inherent in delivering a quality application environment on a new technology platform never before used commercially,? she said.

Bustin? makes me feel good
The MythBusters application optimizes the user experience for the iPad's larger screen and multi-touch user interface.

The application features an interactive video experience, game play and integration with Twitter and Facebook, all in a physics-based experience intended to resonate with MythBusters fans.

Ms. Glashow said that MythBusters is one of Discovery's most popular franchises across all platforms, from television to online, mobile and social media, and its fans are among some of the network?s most passionate, making it the perfect choice for its first iPad application.

?MythBusters has a loyal following and most recently nabbed the No. 1 primetime cable ranking among males ages 25-54 with its March 24 return,? Ms. Glashow said. ?MythBusters also attracts a broad audience across gender and age groups, with many of the series' fans citing the show as ?must-see? for the entire family.

?With new platforms, like the iPad, Discovery can also attract new fans through our apps,? she said.

The MythBusters application for iPad features an interactive video experience with a collection of ad-free, short-form video content, including sneak peeks, outtakes and behind-the-scenes clips, which can be collapsed, expanded and moved around the screen.

The application enables integration with Facebook, Twitter and the ability to share content through email.

As for content, the application features three multi-level games where players can compete against other MythBusters fans to top the leader board.

The application also provides the ability to save favorite images, photos, games and other content for quick access, as well as in-depth information about the series, including cast bios, photos and TV schedules.

The MythBusters application for iPad is available for $4.99 from the App Store on iPad or at http://www.itunes.com/appstore.

Consumers can also purchase individual game applications for $1.99 each.

?While this is currently not one of our ad-supported apps?it's a paid app, costing $4.99?Discovery is always evaluating what is the best model based on performance and the dynamically changing mobile environment,? Ms. Glashow said.

Discovery will leverage various channels to get the word out about this iPad application.

?With new episodes of MythBusters currently airing, we are reaching out to audiences about the new app through all of our channels including press, social media including Twitter and Facebook, and our own Discovery.com Web site and MythBusters fanpage,? Ms. Glashow said.

?Discovery Channel is also running IPMs [in-program messaging] and will add on-air spots to the mix in the coming weeks,? she said. ?Additionally, MythBusters' enthusiastic fan base continues to drive buzz and downloads through online word-of-mouth conversations.?