Discovery: Shark Week has removed fear from brands

Shark Week returned one more time to Discovery en Español on August 10th with the rebroadcast of last year’s acclaimed Megalodon special, and with new productions from Monday, August 11th through Friday the 15th.“For Discovery, Shark Week is a very important, iconic property that fills the audience with anticipation. This success has driven brands to approach sharks ‘without fear.’ Volkswagen has been an important sponsor of this property. The integration has evolved and now it’s not only the Volkswagen Beetle being integrated, but also other models from the car maker,” told PRODU John García, manager of Discovery Solutions.He says brands have learned that by being close to such a special programming, their initiatives also become content. “I can tell you that by now, Volkswagen has become synonymous with Shark Week,” added García.Another category showing strong interest in this property is telecommunications (mobile devices).In general market, Shark Week has been on air for 27 years, while in Latin America and U.S. Hispanic, it has been there for as long as the channel has existed in each territory.