MUMBAI: Discovery in the US has created a new integrated travel media business called Discovery Travel Media. This new department will include the Travel Channel, online assets including www.travelchannel.com, the recently announced broadband offering, Travel Channel Beyond as well as Video-on-Demand (VOD) and mobile platforms.
Discovery Travel Media is the company’s first business unit that combines all of the company’s assets related to a single category into a vertically integrated organisational structure.

Discovery US president and CEO Judith McHale says, “Discovery Travel Media will better target audiences who are spending more and more time online. This segment is growing rapidly, and is currently underserved. Research shows Discovery and its related assets outpace other media brands for trusted travel information, and Discovery Travel Media is well positioned to provide travelers with the information and services they want and need.

“Unlike other media companies that have created separate digital divisions, Discovery Travel Media will allow for more integration, flexibility and innovation from combining our existing businesses with new multiplatform opportunities in the travel space.”
Pat Younge, who is currently Travel Channel executive VP and GM will become full business manager for Discovery Travel Media.

Younge says, "The Travel Channel is now in more than 84 million US cable homes, so to be able to systematically leverage our unequalled travel video archive across a range of high growth media platforms affords us the opportunity to further build brand awareness and develop new revenue drivers.

“In the coming months we will be aggressively exploring partnerships with a range of major travel-service aggregators, as well as acquisitions of aligned businesses, as we build out the assets of Discovery Travel Media.”

The Travel Channel claims to target people who want to experience their world, immerse themselves in new cultures and escape from the day-to-day grind of everyday life.