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DISCOVERY CHANNEL is #1 in quality among media and TV brands measured in the 2008 EQUITREND® BRAND equity study

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SILVER SPRING, Md. – Discovery Channel is the #1 Media Brand in Overall Quality for the 12th year in a row, and the #1 Television Brand in Overall Quality for the 16th year in a row, according to the Spring 2008 EquiTrend® Brand Equity Study by Harris Interactive®. Discovery Channel also ranked eighth overall for quality among all brands measured—the highest score of any media brand.

“It is crucial to our success to be recognized by our consumers,” said John Ford, President and General Manager, Discovery Channel. “We remain as committed as ever to having the most respected brand with the highest quality content available on any platform.”

Discovery Channel ranked #1 among all media and television brands in seven of the eight categories measured: purchase consideration, equity, overall relevance, brand expectations, distinctiveness, trust and quality. Among all television brands, four Discovery networks ranked in the top 10 for overall quality – Discovery Channel, TLC, Animal Planet and Discovery Home Channel (now Planet Green).

In other notable results, was ranked in the top five and ranked in the top 10 for quality among all online brands.

Harris Interactive conducted this online survey among 20,289 U.S. consumers ages 15 and over between March 27 and April 16, 2008. The survey took an average of 30 minutes to complete. The sample was from the Harris Interactive online panel of respondents, a multimillion-member database consisting of cooperative respondents who have double-opted in to be randomly invited by Harris Interactive to take part in online surveys.

The total number of brands rated was 1,170. Each respondent was asked to rate a total of 60 brands, which were randomly selected. Each brand received approximately 1,000 ratings.

Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age by sex, education, race/ethnicity, region, income, and data from respondents ages 18 and over were also weighted for their propensity to be online.


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