Discovery's Greg Regis Really Cares

For instance during our interview he speaks passionately about Animal Planet39s Pit Bulls and Parolees which centers around a pit bull rescue center staffed with paroleesamp160 quotWe were in a meeting talking about the showquot Regis saidamp160 quotWhen you think about it deeply it39s this beautiful thing you39ve got people on the show whoamp160from the age of fiveamp160didn39t fit in and then by age eightamp160wereamp160acting out to get attention and then at 16 or 17 wereamp160introduced to the systemamp160 Nowamp160as they reenter society the one thing that brings them peace and closure is this animalamp160 They can love pit bulls and be loved by them when they haven39t been able to love or receive lovequotamp160 Caring Regis added is strengthUnder Discovery39s new ad sales organization Regis oversees a specific bundle of networks HGTV Investigation Discovery ID Animal Planet and DIYamp160 Some may seem more obviously related than others but Regis sees the underlying theme that runs through all of them is the power of expertise and trust driven by all of the expert talent at the core of these networksamp160 That expertise takes different forms like home renovators on HGTV or detectives on Investigation Discovery but it39s always the core of each brandBefore its purchase by Discovery Regis was a veteran at Scripps having worked on all the company39s brands at one point or anotheramp160 So networks like HGTV and DIY were familiar territoryamp160 Though the two networks might seem to overlap one another Regis said HGTV is about the home and all the inspiration for their lives that goes with that conceptamp160 quotPeople see things on the network that are attainable projects they can incorporate into their own livesquot he explainedamp160 This lends itself well to shoppable or consumerist triggers within the content he addedamp160 Viewers say quotOh I like how they reimagined their living roomquot and even if they don39t immediately rush out to purchase everything needed for their own home transformation the seed has been planted and advertisers are seeing the conversionsDIY meanwhile reflects a more artisanal focusamp160 quotThe people at the network are really craftspeoplequot Regis saidamp160 quotYou39ve got folks who can look at a 200yearold log and know its provenancequotTo get to know Animal Planet and IDamp160he spent months immersing himself in their programmingamp160 With Animal Planet it wasn39t just the aforementioned Pit Bulls and Parolees or the familyfriendly nature of the programming but the network39s idea of caring as strengthamp160that drew Regis inamp160 quotThe audiences that respond to content involving animals are interestingquot heamp160saidamp160 quotIn looking at the research they care about their community they vote more they want to know that the products they use are responsibly madequotamp160 The network just introduced a new logo to better reflect this theme a happy hopeful elephantInvestigation Discovery which regularly finds itself in the top five networks in primetime among women 2554 was quite an eyeopener for Regis quotWe say all the time that if you want to see a crime committed on TV there are a lot of networks that can show you that in scripted primetimequot heamp160saidamp160 quotWe don39t do thatamp160 What we show are the human and social effects of crime the architecture behind and around itamp160 People forget there39s a reality behind the story you can become numb just listening to news reportsquotID39s programming removes that gauzy layer between viewer and reality but it also provides something more lasting in its place closureamp160 quotJustice is true powerquot he addedamp160 quotCrime is the accelerant but not the destinationquotRegis speaks with the fervor of a social justice reformer but he knows that working with brands that foster such intimate relationships with viewers isn39t just intrinsically good it39s also good businessIn an increasingly ondemand world the difference between success and failure is often not just making a product that consumers want to take with them ie a streaming service but a brand that will pull consumers with it as it expands into the digital worldquotYou take a look at our Discovery Go apps that39s the future for usquot Regis saidamp160 quotEveryone39s chasing the scripted ball which is an environment that is increasingly being built to not include adsamp160 But at Discovery we39ve created reallife brands that fans love in environments where they are willing to watch the adsquotThat39s music to marketers39 earsClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Discovery's Greg Regis Really Cares

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Discovery's Greg Regis Really Cares

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