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Discovery makes TV social with new iPad app

Discovery

Discovery iPad app

Discovery Communications has debuted its Discovery Channel application to make watching television a social event.

The interactive application includes a fully-integrated social TV check-in. Fans can check in via the "I’m Watching" button to let their friends and family on Twitter and Facebook know what programs they are watching.

“Discovery Communications was a first-to-market leader in the mobile space and is well-positioned with branded mobile sites, distribution with almost all the leading carriers and millions of downloads of apps for iPad, iPhone and Android,” said Doug Craig, senior vice president of digital and home entertainment at Discovery Communications, Washington.

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“We want to be everywhere our fans are and to deliver rich experiences that fit their lifestyle,” he said. “We launched the MythBusters App for iPad with its initial debut last year – since then we've launched several other iPad apps, as consumers continue to flock to the platform.

“In the case of the Discovery Channel App for iPad, we developed an experience that is a perfect complement to our programming – whether watching live or looking to keep up to date on their favorite shows on the go.”

Discovery Communications is a nonfiction media company reaching more than 1.5 billion cumulative subscribers in 180 countries.

Discover mobile
In addition to letting fans check-in, users can get the latest social media updates from Discover and participate in conversations with fellow fans.

The application features a full, location-based TV schedule and the ability to set up a tune-in reminder.

Additionally, viewers can watch clips and photos from Discovery’s programming and browse insider information about the casts.

“It's no secret that consumers are spending more and more time on their mobile devices, and Discovery wants to be there – through our apps, mobile Web sites and social media,” Mr. Craig said.

“Fans have been gathering around our shows on Twitter and Facebook, and the Discovery Channel App for iPad provides a perfect complement to live viewing with social TV check-ins and social media updates and conversations on a show-specific level within the app,” he said.

Additional features
Fans can also read Discovery News articles and videos featuring current events.

The application is available for free download in Apple’s App Store.

“We’re getting the word out about the application through more than 14 million fans on our Facebook pages and hundreds of thousands on Twitter, so naturally we reached out to them first, as they are fans of our shows and our best ambassadors,” Mr. Craig said.

“Once using the app, fans can also share video clips, photos and more, and invite their friends to see them by downloading the app,” he said. “Mobile is a key focus for our digital media business, and we will continue to look to deliver brand- and show-specific experiences on a variety of platforms.”

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.

 
Related content: Television, Discovery Communications, Discovery Channel, iPad app, mobile marketing, Doug Craig, mobile

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