Discovery Channel takes to the road to reach Brazilian youth

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SAO PAULO--Discovery Channel and Net Brasil, the cable operator owned by Globo, have loaded the Discovery Interactive Truck with games and equipment and are traveling to locations in all major Brazilian cities where youth congregate. The intention of the road show is to retain the brand's image among young consumers rather than recruit new viewers, according to Net Brasil General Manager Antonio Barreto.

The games inside the truck were inspired by programs on both Discovery and Discovery Kids Channels. Programs featured include "The Shark Week", "Cyberkids" and the "Ghost Writer. " Locations of the truck visits will be announced by the Net channels, "Zap TV" and a Web site.

This isn't the first time Discovery and Net have created a common promotion. In 1997, they developed a "Discovery Interactive Tunnel" at a Sao Paulo shopping center.

Copyright March 1999, Crain Communications Inc.

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