Discovery Networks is a leader in nonfiction media, reaching more than 1.8 billion cumulative subscribers in 218 countries and territories. Discovery is dedicated to satisfying curiosity through its television networks, such as Discovery Channel, TLC and Animal Planet. Discovery also is a leading provider of educational products and services to schools and owns and operates a diversified portfolio of digital media services.
Challenge
In order to deliver qualitative insights across the company, Discovery channel has connected with their audience via online panels. Discovery Channel broadcasts many new programs and TV formats with new presenters and personalities. To get an accurate viewer response, Discovery’s preference was to hear their viewers responses as the program was being broadcast. To do such in the moment research, Discovery was looking for a platform that would allow them to ask their audience questions about their viewing experience as they were sitting at home watching.
Solution
Choosing Upinion, immediately enabled Discovery to reach respondents on their mobile devices during live broadcasts. It was clear Upinion could transform the respondent - researcher experience into a powerful engagement channel that could offer valuable insights.
The Discovery team designed the following group and invited their respondents to join:
Richard decided that during the premières of the Discovery Channel formats "Future-scape" he would ask respondents in the moment to get their views on different topics. Richard used timed scripts to ask questions automatically at key moments throughout the program.
Richard’s first question was sent to 350 respondents, who were viewing the premiere of “Futurescape with James Woods”. This program falls in the genre of “Classic” Discovery content, aired with a new presenter, the actor James Woods.
At the time, 25% of the panel were watching Discovery Channel ‘live’ and this would give Richard enough respondents to work with.
Results
Discovery achieved an overwhelming response rate in comparison to any previous research and insights gathered by other methods such as email or web based surveys.
The responses showed that “Futurescape” was well received and a high proportion of the panel responded very positively to the new format. The program was highlighted as interesting, educational, progressive and fascinating. 81% of the panel favourably rated the new presenter James Woods.
The result confirmed that Discovery viewers have a huge appetite for “Classic” content, which has made the channel such a success. High Quality TV Programs that are both educational to the viewers and challenge the way they think, combined with a trustworthy presenter can further expand the appeal of such programs.
Richard was able to share the results of his audience conversation with the Programming and Channel Teams in both Amsterdam and London, to give a clear focus on their loyal engaged audience preferences and needs. Discovery Networks now use Upinion on a continual basis for their varied research needs.
“ Easily engaging with our target audiences, makes doing research fast and easy. We are now able to send our viewers questions ‘in-the-moment’ when they are actually watching our programs. We have been working together with Upinion since they started and are looking forward to the new insights we are going to uncover. This is exactly what Discovery stands for: ‘Make your world bigger”.