Discovery, Revision3 invest in new online programming

Discovery Communications (Nasdaq: DISCA) and its Revision3 unit have announced a new online video network called TestTube, with a lineup of 15 new series composed of short episodes and many more series in development.

The company will put hundreds of thousands of dollars in paid, earned and owned media toward promoting the new network, Revision3 CEO Jim Louderback said in an e-mail to FierceOnlineVideo. "We're doing VOD spots, integration into our TV networks, activation across social accounts, embeds in emails we send to our fans and integration across Discovery's dot-com sites," he said.

The network will be available on, on YouTube, through Revision3's mobile site and apps, on Microsoft's (Nasdaq: MSFT) Xbox and through other distributors, Discovery said.

Sponsorship opportunities will include dynamically-served pre-roll ads, overlays and full-show sponsorships and native in-stream branded episodes, Louderback said. 

"This is another step in our mission to be the No. 1 nonfiction video and media company on all screens," JB Perrette, chief digital officer at Discovery, said in a press release. Episodes of series such as "Stuff They Don't Want You to Know," "Pick Your Poison" and "DNews" run fewer than 5 minutes and feel like the product of crossbreeding traditional Discovery-produced TV programming with Revision3's Web-first approach.

For more:
- read the press release
- the Wall Street Journal had this story (sub. req.)

Related articles:
Cable critic Revision3 scores $30M from Discovery Acquisition lands Revision3's encoding business