Investigation Discovery (ID)

February 2, 2009 World Screen

CHANNEL: Investigation Discovery (ID)

COUNTRY: U.S. 

LAUNCH DATE: The Investigation Discovery brand launched January 27, 2008. The channel was previously known as Discovery Times Channel, which launched as a partnership between Discovery and The New York Times Company in March 2003. 

OWNERSHIP: Discovery Communications, which also owns the flagship Discovery Channel, TLC, Animal Planet, Science Channel, Planet Green and HD Theater, among others, is now the sole owner of Investigation Discovery. 

DISTRIBUTION: 52.8 million homes

DESCRIPTION: Investigation Discovery is positioning itself to be the premier destination—on air and online—for fact-based investigative content about culture, history and the human condition. 

SENIOR MANAGEMENT:
 
President & General Manager, Discovery Emerging Networks: Clark Bunting
Senior VP, Programming, Discovery Emerging Networks: Deborah Adler Myers

PROGRAMMING STRATEGY: Celebrating its one-year anniversary this week, Investigation Discovery (ID) targets viewers that crave mysteries, enjoy piecing together puzzles and appreciate storytelling that puts their minds to work. Its audience tends to skew toward women 25 to 54, yet ID strives to produce programming that appeals to both genders and hits a wide range of demographics. 

ID launched eight original series in ’08. Major new productions included Call 911, which features real emergency calls from people in need of help; Extreme Forensics, featuring bizarre cases and how forensics are used to solve them; and The Shift, which follows a team of homicide detectives at the Indianapolis Metropolitan Police Department. Also a highlight is Solved, which looks at the advances in technology that help investigators crack tough cases, and Wicked Attraction spotlights couples who have committed crimes in recent history. Acquired series like Dateline and 48 Hours: Hard Evidence are on the grid as well. 

The network has seen a tremendous amount of growth in its first year, driven by its lineup of strong original series and specials like Secrets of 9/11. Since launching last January, ID has been the fastest growing network among women 25 to 54 and women 55-plus, delivery in total day, and ranks second behind cable news networks in households, people aged 2 and up and women 18 to 49. Furthermore, January marks the 27th straight month of prime delivery growth in the female 25-to-54 demo for ID. 

Located at investigation.discovery.com, ID’s companion site features original short-form video content, including Dateline on ID mini-episodes, as well as a host of interactive elements like timelines, games and quizzes. All of which supplement the network’s on-air properties. The website offers fresh daily content through exclusive blogs, like David Lohr’s "Criminal Report Daily," where the expert crime-writer tracks the day’s most compelling cases. 

WHAT’S NEW: Airing Tuesdays at 9 p.m. through April 14, Undercover: Double Life explores criminal activities through the experiences of undercover law-enforcement agents. Launching February 10, Gang Nation, hosted by investigative journalist Ross Kemp, will follow on Tuesdays at 10 p.m. 

A cornerstone of the second quarter will be the original series Dallas DNA, premiering April 28. The show chronicles the Conviction Integrity Unit (CIU) created in Dallas County, Texas. The unit oversees the re-examination of DNA evidence for more than 400 petitioned cases, and since its creation two years ago, the CIU has exonerated six prisoners. "I’m particularly proud of Dallas DNA," says Clark Bunting, the president and general manager of Discovery Emerging Networks. "It combines amazing access, huge stakes and powerful emotional resolution in every episode."

ID also recently inked a development deal with renowned journalist Paula Zahn. "Paula’s investigative drive makes her a perfect fit for ID," says Deborah Adler Myers, the senior VP of programming for Discovery Emerging Networks. "We’re excited to work with her to develop this weekly newsmagazine that looks at both headline-making cases and the intriguing stories that no one else has covered."

WEBSITE: investigation.discovery.com

 

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