Samsung Renews HD Partnership with Discovery Networks Asia

SINGAPORE, March 10: Discovery
Networks Asia has renewed its "Meet the World in Full HD" campaign
with Samsung for another year, which includes the on-air promotion of
high-definition television across Discovery Channel and Discovery Travel &
Living, as well as the sponsorship of select programming across both networks.

Discovery Networks Asia
and Samsung collaborated last year on an initiative to communicate the benefits
of HD to consumers and demonstrate to viewers in the region how HD technology
enhances the TV viewing experience.

Beginning next month, a
series of four 20-second vignettes will run on Discovery Channel showcasing the
unique qualities of Samsung’s HDTVs. Samsung will also be the presenting
sponsor for the premiere episodes of Not Your Average Travel Guide for eight weeks on Discovery Travel & Living
and Discovery Channel's HD series Discovery Atlas—Egypt, Japan, France and Russia—later
this year. The sponsorship will run on Discovery’s Southeast Asia and
Australia/New Zealand feeds. In addition, the premiere of Discovery Channel's
two-hour Ultimate Olympics Special
and the encore of the local production Ultimate Olympics will also be presented in the lead up to the
Olympics in China beginning July 27 on both of Discovery's feeds. Other
Discovery Channel programming around the Olympics and China, to be supported by
Samsung, include Man Made Marvels,
Seven Wonders of China and The
Great Wall.

Besides the on-air
campaign, joint on-ground marketing activities have been planned in Australia,
Thailand, Malaysia and Singapore to showcase the benefits that HD offers.
Consumers will also be able to see more Discovery programming in HD on
Samsung’s HDTVs at retail outlets across Southeast Asia, Australia and New
Zealand. To help drive greater consumer adoption, use and function of HDTV
technology and content, Discovery and Samsung will continue to produce
Discovery HD content in Blu-ray discs as starter kits at retail outlets. In
addition, consumers will have the opportunity to win Samsung HD LCD TVs when
they log on to the newly enhanced HD website at www.samsunghdworld.com and
participate in the online competitions throughout the year.

Mark Whitehead, the senior
VP of revenue at Discovery Networks Asia, said: "We are delighted to be
able to work once again with Samsung and help promote the uptake of HD in our
region. With Samsung's technological expertise and Discovery's content, we hope
to engage consumers across Asia Pacific in an immersive HD
experience—which is the future in TV. Discovery provides the best HD
content spanning a variety of genres in cinematic 5.1 surround sound and in
stunning 1081i.60 standard, which lends itself to the rich images Discovery
programming is known for—and with Samsung providing the hardware, viewers
will enjoy the gold standard in HD content."

—By Irene Lew