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

Flo TV's dedicated Shark Week channel is a mobile destination for cable's longest-running programming event, featuring four full-length programs from this year's network line-up, in addition to Shark Week programs featured during previous years. The Shark Week mobile channel will air on the Flo TV service Aug. 1-14.

"As cable's longest-running programming event, Shark Week has become an annual rite of summer and a fan favorite," said Rebecca Glashow, senior vice president of digital media distribution at Discovery Communications, Silver Spring, MD.

"We wanted to offer viewers a 360-degree experience and Flo TV offers a premium, high-quality service, making it a great match for showcasing Shark Week," she said. "We're reaching out to fans through social networking sites and online outreach."

Discovery Communications claims to be the world's number-one nonfiction media company, reaching more than 1.5 billion cumulative subscribers in more than 170 countries.

Discovery's portfolio includes 100-plus networks worldwide, including the Discovery Channel, TLC, Animal Planet, the Science Channel, Planet Green, Investigation Discovery and HD Theater.

The Shark Week mobile channel on the Flo TV service is part of Discovery's ongoing strategy to let consumers engage with its content on any platform.

Casting as wide a net as possible, Discovery is not targeting a specific demographic for Shark Week.

"Shark Week has been an institution for over 20 years because it has such a universal appeal to a wide audience," Ms. Glashow said.

Flo TV Inc. is a wholly owned subsidiary of Qualcomm Inc.

Flo TV offers full-length simulcast and time-shifted programming from entertainment brands, including CBS, Comedy Central, ESPN, Fox, MTV, NBC and Nickelodeon.

AT&T offers the Flo TV service as AT&T Mobile TV and Verizon Wireless offers it as V Cast Mobile TV.

The Flo TV service can be viewed on handsets from LG, Motorola and Samsung. Prices vary by carrier.

Programming available on Discovery's Shark Week mobile channel on Flo TV includes Day of the Shark 2, Great White Appetite, Shark After Dark, Sharkbite Summer, Shark Attack: A Boy's Fight to Survive and Sharks: A Family Affair.

Shark Week airs on the Discovery Channel Aug. 2-7.

Flo TV will air commercials for Shark Week on its promotional channel.

"Shark Week is a major television event and our partnership with Discovery reinforces Flo TV's commitment to bring the best television programming to mobile consumers" said Jonathan Barzilay, senior vice president of programming at Flo TV, San Diego, CA.

"Flo TV will bring Shark Week to consumers with unparalleled clarity," he said.