Discovery launches revamped UK website

Discovery Channel has today launched a new look, video-rich website in the UK, aimed at bringing the broadcaster's "intelligent entertainment" to the digital world.

The site, targeted at Discovery's core ABC1 male audience, is designed to align with the channel's mission to promote "entertainment, enlightenment and participation".

Visitors to the site will be able to access exclusive content from key Discovery programmes and personalities, including Mythbusters, Bear Grylls and James Cracknell.

Alongside a heavy focus on short-form video content, the site also offers a topical blog written by a UK editor and links to Twitter and an expanded Facebook presence.

"The essence of the Discovery brand in the UK is to celebrate the maverick spirit through great storytelling and we have taken this concept and applied the same philosophy to offer intelligent entertainment online," said Simon Downing, Discovery's vice president of marketing communications, Western Europe.

"We firmly believe that our new digital website will appeal strongly to both consumers and advertisers, by offering topical, relevant and engaging content, whilst remaining uncluttered and user-friendly."

Discovery hopes that the new site will improve its engagement with audiences and promote key channel content. The launch will be supported by an above-the-line TV advertising campaign.

Downing added: "With pre-roll slots available, there are exciting opportunities for the advertising community to connect with our ABC1 male audience in the digital space through our unique character-based content."