Discovery Brings Group Nine Into Upfronts
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There’s surely an effort being made by Discovery Communications to be perceived as a more innovative, and perhaps cooler brand, during the upfronts. To this end, it will be parading Group Nine Media, the digital media venture it invested $100 million in late last year, out to agency executives and marketers over the coming weeks.
“We are looking to pivot from a company of channels to a company of IP,” said Discovery CEO David Zaslav during a press event outlining the company’s upfront initiatives on Tuesday morning.
Discovery has been working to change the culture of the company, and the investment in Group Nine — which combines Thrillist, a food, drink and travel brand; animal video site The Dodo; NowThis, a video news creator; and Seeker, a compilation of its own digital content — was a step in doing this, Mr. Zaslav said.
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