Cable Technology Feature Article
Discovery Mixes Up TestTube to Get Beyond Cable
By Tara Seals, TMCnet Contributor
Dipping a toe in the post-cable waters, Discovery Communications has launched TestTube, an online network that’s free and ad-supported, populated with 15 original series aimed at the younger male demographic.
The science-oriented network will debut as an over-the-top (OTT) offering completely outside of Discovery’s usual TV Everywhere and pay-TV existence. It will offer a wide-ranging slate of material, including a “slo-mo” show called Distort, Scam School (covering bar tricks, street cons and scams), a daily science news show called Dnews, Laci Green’s Sex+ (exploring human sexuality), Thanks, Disaster (a weekly hosted Web series reveals the silver lining of tragic events) and Nature Hates You, which explores “all the ways Mother Nature can and will mess you up.”
Also, MythBusters co-host Tory Belleci will headline Blow it Up, a short-form series to launch later this summer.
The launch is the fruit of Discovery’s Revision3 May 2012 acquisition, which has also enabled the launches of channels based on podcasts and content from Discovery Communications’ online properties, including Discovery News.
“We live in an amazing world, and at an amazing time, and I’m super excited to share our optimistic world view with the rest of the web,” added Jim Louderback, CEO, Revision3. “We’re looking forward to inspiring, entertaining, teaching and satisfying curiosity with TestTube. Plus, I love seeing things blow up in slow motion.”
Discovery expects to launch with 10 million streams monthly, but plans to grow that to 20 million streams by the end of the year. TestTube is distributed via TestTube.com, Revision3’s mobile site and apps, YouTube and Microsoft (News - Alert) Xbox. Apple TV, Roku boxes and TiVo DVRs will follow.
“Discovery is in the business of igniting curiosity – from on-air to online – and for all types of audiences,” said JB Perrette, chief digital officer at Discovery Communications. “This is another step in our mission to be the No. 1 nonfiction video and media company on all screens. We’ve doubled our original online video output this year, and are growing new audiences with TestTube and other digital networks that are creating great content that entertains and engages.”
Edited by Jamie Epstein