Audio Video News

High definition television will soon be getting a major push from Discovery Communications.

Atlas HD, as the project will be known, includes a $65 million investment over five years to produce 30 two-hour, high definition documentary specials on the greatest destinations and countries of the world. By the end of 2003, Discovery HD Theater will triple the size of its HD library to more than 300 hours of original programming. Since its launch on June 17, 2002, the 24-hour service has debuted original HD programming each month. Discovery was the first family of basic cable networks to support FCC chairman Michael Powell's mandate to spur the growth of HDTV.

The Atlas HD initiative was announced in late March by company founder and HD pioneer John Hendricks, who described the project to an audience of advertising buyers. "This televised journey of the planet will be a huge draw to potential HD viewers," stated public relations specialist Becky Peterson. "The first special is on India and is scheduled to begin production soon."

Discovery HD Theater continues to expand its penetration throughout the United States as links in the high-definition chain lock into place—distribution, programming, receivers and sets, Peterson noted. Discovery HD Theater is available to HD viewers in cable markets across the country and to Dish Network subscribers. Discovery's programming is among the most compelling and educational available—including Animal Planet, the Discovery Channel, Discovery Health, the Travel Channel, and the Science Channel.