The Discovery Channel Europe has chosen Bates Dorland to help the
educational satellite TV station appeal to a wider audience as a source
of entertainment rather than just information.
Graham Hinton, the chairman of Dorlands, confirmed the win, and
explained that the challenge would be to put right many misconceptions
about Discovery, which runs a mix of documentaries and other information
programmes, ranging from science to history.
‘Our view is that there are people out there who are particularly
interested in information, but who think the channel might be too
worthy. It is a misconception we have to put right,’ he said.
Media on the pounds 1.5 million account has not yet been decided,
although discussions are still being held with Dorlands’ usual media
partners, Zenith Media and Equinox Communications, and with the
incumbent, John Ayling and Associates.
Chris Turner, the marketing director of Discovery, said the brief only
currently covered Discovery, but might expand to cover its sister
station, the Learning Channel.
Turner added that he had overcome his antipathy to large agencies
because Dorlands did not seem to have layers of bureaucracy, and had
presented a ‘compelling’ strategy and ‘wonderful’ creative work.
Dorlands presented against the creative incumbent, Harari Page, plus
Duckworth Finn Grubb Waters and Butterfield Day Devito Hockney for the
Discovery claims to be the third-largest media brand globally, but has
failed to mirror this in the fast-expanding cable and satellite market.
Dorlands’ brief is to extend the station’s penetration.