Intel has anted upwards of $10 million for Discovery Channel’s new series Curiosity. The serious journalism show, with focus ranging from government intelligence to neuroscience to nanotechnology, will have ads from only four advertisers.
Discovery has committed to producing 60 episodes over the next five years and will run this August in over 200 countries. “This is pretty ambitious and very expensive,” said Joe Abruzzese, president-ad sales, Discovery Communications.
Not only will ads run during the show and on Curiosity s new site, they will also participate in initiatives for Discovery’s education unit and get involved in social media and mobile marketing. “It’s not about us launching a new ad campaign,” said Nancy Bhagat, VP-marketing strategy at Intel. “It’s really about the content behind the idea of Curiosity itself.”
Intel will sponsor a major show segment, and the the relationship is such that it allows Intel a chance to discuss show topics and even to suggest possible hosts. “We’ve actually had a say in the content.” said Bhagat. “They’ve taken some show ideas off the table based on our discussions.”
Discovery maintains that they are ultimately responsible for Curiosity’s shape and tone. “I can’t really say they direct the content, because we really do control that, but they certainly have provided their feedback,” said Jocelyn Egan, senior VP-Discovery Solutions.
“Ultimately, we’re responsible for what we put on the air,” added Abruzzese.
Source: AdAge.com
