Discovery Channel and Animal Planet content is now available through vSnax Videos, an entertainment application for the Apple iPhone and iPod touch.

Discovery Communications, a nonfiction media giant, has added new mobile content services and distribution partnerships for several of its entertainment brands including Discovery Channel, TLC, Animal Planet, Planet Green, Pet Finder and Discovery Health. In addition to the vSnax app, Discovery mobile video content is on deck with Sprint, AT&T, Verizon and Alltel and is also available via MobiTV.

"As a content company, we want to be wherever consumers are," said Doug Craig, senior vice president of programming for digital media at Discovery Communications, Silver Spring, MD. "We've followed emerging trends and the growth in the mobile platform, and we want to be there.

"It's a great extension of our brand, from television to online and now to mobile," he said. "Mobile is a natural fit, because it's a great promotional platform with long-term benefits.

"It helps us reach customers who may not be watching the network now, but who may be our next generation of viewers."

Discovery Channel and Animal Planet content is now available through vSnax Videos, an entertainment application showcasing video for the Apple iPhone and iPod touch, created by Rhythm NewMedia.

The vSnax channels feature a selection of ad-supported video clips from Discovery Channel and Animal Planet, including Deadliest Catch, Mythbusters and Animal Face-offs.

Additional community features allow video sharing to other iPhone and iPod touch users, video rating and the ability to save favorites to watch over and over again.

Beyond video, Discovery is offering consumers access to branded applications such as ringtones and wallpapers through partnerships with FunMobility and Zed.

FunMobility will distribute themed wallpapers through carriers and direct to consumer with http://www.FunMo.com.

FunMobility offers mobile multimedia applications that let consumers connect and express themselves through mobile photos, videos, music, graphics and slideshows.

Zed is distributing realtones, ringbacks and hundreds of wallpapers including Animal Planet inspired hip-hop ringtones through U.S. carriers and direct-to-consumer channels including http://www.RingToneJukeBox.com.

Expanded content services
To further engage mobile consumers with both network programming and more genre-focused content such as survival, lifestyle, green and health, Discovery has partnered with Transpera to monetize video on mobile phones and to launch ad-supported mobile video across its mobile Web sites.

Powered by Transpera's mobile video delivery and advertising platform, new mobile video services can be directly accessed on any video-capable mobile phone, including the iPhone and all smartphones, via mobile URLs http://mvideo.discoverychannel.com, http://mvideo.tlc.com and http://mvideo.animalplanet.com respectively.

Video clips from the networks' most popular programs including Discovery Channel's Mythbusters and Dirty Jobs; TLC's Jon & Kate Plus 8 and L.A. Ink, and Animal Planet's Meerkat Manor, as well as original short-form series such as Untamed and Uncut are available.

Additional features allow mobile-to-mobile video sharing via "Send-to-Friend" functionality, video search, the ability to store favorites for repeat viewing and more.

Video services for Planet Green and Discovery Health will also launch in the coming weeks.

Discovery has partnered with mobile marketing and technology firm 3Cinteractive to create live interactivity with Discovery's television programming, online and mobile Web sites.

Using 3Ci's Switchblade mobile platform, Discovery will give viewers the opportunity to receive real-time information, interact with programming, express their opinions and check TV schedules on their mobile phones.

For example, Discovery Health will implement a mobile pregnancy calendar for expecting parents where they can receive daily facts about what to expect on their mobile device.

There will be ad messages on the lower third of the television screen asking viewers to text in various keywords to Discovery's short code. The ads will also include the URL for the mobile Web site of that particular channel.

Consumers can enter promotions and opt in receive daily SMS news and updates from Discovery.
Discovery Communications reaches more than 1.5 billion cumulative subscribers in more than 170 countries.

Discovery has 100-plus worldwide networks, including Discovery Channel, TLC, Animal Planet, Science Channel, Planet Green, Investigation Discovery and HD Theater, as well as consumer and educational products and services, and a portfolio of digital media services, including http://www.HowStuffWorks.com.

Discovery has various ad-supported mobile Web sites. The mobile portal to all networks is at http://m.discovery.com.

Discovery is partnering with Nokia to deliver mobile ads and sell remnant inventory.

The Discovery Channel mobile site is at http://m.discoverychannel.com, TLC is at http://m.tlc.com, Animal Planet is at http://m.animalplanet.com, Planet Green is at http://m.planetgreen.com, Discovery Health is at http://m.discoveryhealth.com and Pet Finder is at http://m.petfinder.com.

"We're using our Discovery.com Web site to drive traffic to our mobile Web sites and we have promotions extending the brand from online to mobile phones," Mr. Craig said.

Consumers can sign up for text alerts and calendars, and there is a mobile langing page where they can learn more about the streaming channel and video-on-demand with links to carriers' portals.

"We've seen terrific growth -- triple digit growth across all of our brands' mobile products," Mr. Craig said. "We're merchandising content and working with carriers.

"In 2009, we'll make a big push to continue to grow our audience across all of these products, with a focus on mobile video and an application for the iPhone platform that leverages its capabilities, as well as others such as Android," he said.

"We'll be building on our foundation and pushing mobile even more."