Discovery Preps Multi-Platform Rollout Strategy for Atlas Series

SILVER SPRING, September 26: Discovery Communications has
lined up a range of multi-platform extensions for its highly anticipated new
series Discovery Atlas, including
high-definition DVDs and online components.

Discovery Atlas: China Revealed, the first installment of this multi-year global
media event, will make its worldwide television premiere on October 1 at 9 p.m.
on Discovery Channel, with a director’s cut on Discovery HD Theater.

“Through rich content extensions of Discovery’s global new
media, educational and commerce assets, we hope this project will bring greater
understanding and learning about the world by reaching people through all of
the many ways that they consume content today,” said John S. Hendricks, the
founder and chairman of Discovery Communications.

Online, discoveryatlas.com will feature exclusive short-form
videos focusing on different aspects of each country, including its landmarks,
customs, history, food and culture. Features include an online tour
synchronized to the show, surveys with live voting results, behind-the-scenes
trivia, an interactive trivia game, chat rooms and mini-sites for each
installment.

Discovery Mobile, Discovery’s 24-hour dedicated mobile
channel, is offering short-form content from Atlas including behind-the-scenes footage, in-depth
character sketches and promotional vignettes refreshed weekly, as well as
wallpapers from each country.

Further, as part of Discovery’s re-launch of its new video
on demand service, Discovery Atlas: China Revealed will be available on demand on September 29, over a
week before its scheduled linear air date. Each new Atlas episode will be available on-demand the day after
its network premiere, along with companion content highlighting all aspects of
the series, and special director’s cut episodes for high-definition VOD
subscribers.

Viewers can learn more about Atlas countries through several Discovery hosted video
clips available through Google Earth, Google’s satellite imagery-based mapping
product.

In addition, iTunes is offering video and audio podcasts,
and Atlas will be the first-ever
television series released on HD-DVD, Blu-Ray DVD and standard DVD formats.
DVDs will be available in Discovery’s 100-plus retail stores in late October.

Globally, Discovery Mobile is providing consumers in Asia,
South America, the U.K. and Italy with access to Atlas content. And Discovery broadband sites in Brazil,
France, the Netherlands and the U.K. will also feature behind-the-scenes
footage and highlights from each episode.