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Drops lifestyle programing on Sunday mornings as part of initiative that
includes launch of international channel
The Discovery Channel is preparing to follow the lead of at least a half-dozen other cable networks by targeting kids on Sunday mornings.
By the end of first quarter 1997, Discovery will drop its current lineup of lifestyle programing on Sunday mornings and replace it with a three-hour block aimed at the 8-to-14-year-old audience. It is part of a broad, kids-oriented initiative at parent company Discovery Communications Inc. that will include a new digital network, Discovery Kids; a new Latin American network, also called Discovery Kids, and retail stores aimed at young consumers.
The Sunday morning kids marketplace is "highly competitive," but none of the existing shows is directly competitive with the documentary and nonfiction programing Discovery is...
