David Zaslav

This interview first appeared in the MIPTV 2013 issue of World Screen.

 

When Discovery launched in the U.S., in 1982, it created a destination for factual programming that didn’t already exist in television. Today, Discovery Communications operates more than 155 networks worldwide. Since becoming president and CEO, in 2007, David Zaslav has strengthened Discovery’s brands, launched new ones, and nearly doubled the company’s investment in original programming.

 

WS: How has the factual programming on Discovery and TLC evolved?

ZASLAV: Discovery was founded with a simple mission: to create great high-quality content that ignites curiosity and delivers the thrill of discovery by introducing viewers to people, places and ideas that they wouldn’t otherwise experience. That is still the mission that drives us today, and the fundamentals haven’t changed. Great storytelling and compelling characters will always find an audience.

 

WS: Discovery recently commissioned its first scripted series, Klondike. What are your plans for scripted programming?

ZASLAV: Nonfiction content will always remain at Discovery’s core, but we also see the value in commissioning scripted programming events that complement our nonfiction series and are on brand for our networks. Klondike, for example, is a perfect complement to Gold Rush, Yukon Men and Bering Sea Gold that have been the most-watched shows in all of TV (broadcast and cable) in the U.S. on the nights they air.

 

Internationally as well, nonfiction remains our core, but we will continue to take advantage of opportunities to diversify our portfolio in additional genres (including kids, scripted entertainment and sports), on a market-by-market basis, where we have a more limited presence and where it enables us to see more advertisers across a wider range of demographics, as well as to take advantage of a larger market share. In addition to growing organically through gaining more subscribers, we see this as an opportunity to grow by building our portfolio and genres. 

 

WS: What have you learned about the first years of a channel on its way to breaking even?
ZASLAV: The main lesson is that it takes time for a new network to find its voice and find its audience. Viewers only have eight to ten channels that they regularly tune in to and it takes time for a new channel to break into that rotation. Investigation Discovery is the exception to the rule, and I have never seen anything like it, growing to become a top 15 network in less than five years. Generally, however, you have to be patient and listen to the audience. If you do that and focus on creating great content, the audience will find you. We are seeing this now with OWN in the U.S.

 

WS: Are you still expecting OWN to break even by the end of this year?

ZASLAV: We fully expect the network to be cash-flow positive by the end of this year. OWN grew both prime time and total day delivery by double digits in all key demographics in 2012, and that has continued in 2013. Oprah’s Next Chapter was the number one program on cable with women 25 to 54 seven times last year, and the network has established a roster of series that are resonating with viewers.

 

WS: What must linear channels do to maintain their relevance?

ZASLAV: Viewers are watching content on more screens, but the “big” screen, the TV, still remains the go-to place for the most immersive and compelling viewing experience. This is especially true with Discovery’s content, which looks so good in HD on a big screen. Viewers want to experience programming like Planet Earth and the upcoming North America on TV to get the full experience. As long as Discovery continues to produce that kind of high-quality content, people will want to tune in to the channel.

 

With regard to time-shifting, linear channels need to give viewers more reasons to tune in live. That can be through social media—creating a virtual “living room couch” where viewers interact with each other as they watch—or creating must-see “events,” such as Discovery is doing with Gold Rush Live, a live version of our number one series, or Oprah Winfrey’s interview with Lance Armstrong, which drove record live tune-in around the world. You can’t wait three days to find out what Lance told Oprah, you have to watch it live.