It's become crystal clear that Discovery Networks - that now operates seven TV channels in South Africa - is the number one best when it comes to dedicated blue chip attention put behind valueing and showing its branded channels, the pride it clearly takes in its programming, and the unrivaled way in which it is consistently communicating about what will be on TV, and be on TV far enough ahead of time.
Besides all the international TV channels South African viewers have access to, Discovery Networks is simply better than every single other local broadcaster in showing and telling the press what its channels will be showing, and doing so consistently, and doing so consistently far enough ahead of time. In a beautiful way. Discovery shows and proves that it's not about money, or resources or expertise. It's about willingness, creativity and the intention to want to be better. South African TV channels and overseas channels piping into South Africa and Southern Africa can learn by taking a page from the Discovery Networks' book. Literally.
Today a courier made me sign for an almost A4-size high gloss black book. The 74 page, actually thin book is a high gloss Discovery Networks Preview 2011 guide. It's functional and its beautiful. It's both of that because somebody actually cared.
It's simple, a pleasure to work through, contains striking photos as a wonderful visual aid to show (off) its upcoming programming, and has all the basic information for channels, shows, and what month it will be starting. Dare I say that the Discovery Networks Preview 2011 guide is so beautiful it could almost be a coffee table booklet.
While lazy or fearful and perturbed broadcasters and channels don't open up about their plans, or have told me (and still do since I never stop asking) that they don't want to give out broad programming information because it often changes and says it just confuses viewers, they don't get that the end result is that they hardly ever actually end up talking at all. For them the future always remain an elusive ''still-too-far-away''.
Certain channels and certain shows are less (or hardly ever) written about precisely because of this. In my opinion as a TV critic who've covered television for many years, viewers are more clever than what broadcaster's are giving them credit for. I say tell them what you're planning or how you think of rolling shows out longer in advance. It builds excitement; it gives your viewer something to look forward to. It builds buzz. And closer to the time you and your viewer can talk again about the specifics. But what mostly happens is that broadcasters do nothing. Or the bare minimum, and only once prompted. The viewer knows knows less, and yet magically the broadcaster wants them to somehow know exactly what's on, when and to watch it.
Discovery's refreshing open approach the past two years to give indications of its programming on its various channels well ahead of time is not just slowly but surely winning viewers to Discovery's TV channels - it's also winning over the press. It's understated but very professionally done (even if it's just a preview book), but it's a preview book that's clearly done with care, and put together absolutely right. It really all that's needed to unlock so much more potential: for the channel, for the press (and by implication the viewer and the reader), and for the advertiser.
If there's any negatives about the Discovery Networks Preview 2011 guide its only two things. The wonderful glossy guide spans the entire 2011 in broad strokes but we're already in mid-May. Some shows and show information are passe. It's however easily forgiveable and the preview guide redeems itself simply because this thing is so beautiful.
Secondly, while Discovery Networks International touts the Discovery Channel (DStv 121), Animal Planet (DStv 264), Discovery World (DStv 250) and Discovery HD Showcase (DStv 172) in South Africa in this beautiful programming compendium, it still refuses to include or even acknowledge the existence of Discovery Science (TopTV 302), Discovery Travel & Living (TopTV 453) and Investigation Discovery (TopTV 303).
While the 4 channels on MultiChoice's DStv are lavished (fully deserved) attention, the 3 Discovery channels on On Digital Media's (ODM) TopTV are like the bright and beautiful children from the second marriage who clearly exist, are excelling in their own right, but who are not acknowledged. How even more beautiful and comprehensive - and ultimately more serving the viewer - would it be if these channels could be acknowledged and their programming information be shown and included?
The platform agnostic press don't care about carriage agreement sensitivities between pay TV operators. All that really matters are the information and to help viewers to make their own viewing decisions out of what is available. Including all channels makes this task easier for the press.
The Discovery Networks Preview 2011 guide is a simple idea, perfectly executed. It provides a mesmerizing and intriguing, yet incredibly practical and easy way to showcase and absorb what's coming when, where and doing so in broad strokes for a whole year. Brief show information in the guide gives an overview and serves as a starting point per channel, for a year. Not the SABC, M-Net or e.tv has done this (yet) while Discovery Networks is a consistent trailblazer.
The Discovery Networks Preview 2011 is a great idea, well done; and deserves recognition for wonderfully serving its simple, yet effective purpose: making people aware of Discovery's programming.
