Revision3 and Discovery Networks Capitalize on Curiosity with ‘TestTube’ Vertical

/ May 23, 2013


When the Revision3 and Discovery Networks deal was struck, it might not have been the most obvious pairing but today’s debut of TestTube, a new multi-platform vertical that is set to capitalize on curious minds, is a perfect demonstration of how beautiful the relationship can truly be.

Discovery Networks has an immense library of nature and science-related television IP probably sitting in a warehouse collecting dust just waiting to be repackaged and reused.

What better way to give that content new life than to launch a new digital vertical hyper-focused on the category distributed by a digital platform like Revision3, which already reaches a viewing audience of 30 million unique viewers who drive over 250 million monthly views?

With TestTube Revision3 has created a slate of over 15 short form series (listed in full below) that utilize the 25 years-worth of Discovery’s existing library. In a previous interview with VideoInk, Revision3 CEO Jim Louderback noted that there was a group being activated called the “Remix Team,” that was scouring through that existing IP to find the gems that could integrate into new programming.

Magic. Pure magic. Bypass licensing and syndication fees and go straight for gold.

The first show Revision3 premiered under the strategy was “Nature Hates You,” an educational and frightning show that outlines all the ways nature can destroy your life.

Now with today’s announcement of TestTube, the companies will rollout an additional 14 across a destination site,, and through Revision3’s mobile site and apps, YouTube, Xbox and additional distribution partners.

“Discovery is in the business of igniting curiosity — from on-air to on-line — and for all types of audiences,” said JB Perrette, Chief Digital Officer, Discovery Communications. “This is another step in our mission to be the #1 nonfiction video and media company on all screens.”

And what a step in the right direction. We’ll be keeping our eyes on this content to see how it capitalizes on curiosity across multiple platforms.

Here are more details on TestTube’s initial programming line-up:

“Shots of Awe” – Where science, philosophy and inspiration addiction

“Scam School” – If Harvard offered a PhD in deceit, this would be it. Award-winning magician Brian Brushwood takes viewers on an inside tour of bar tricks, street cons and

“DNews” – DNews informs & entertains a science-curious audience with new videos daily. Hosts Anthony Carboni, Laci Green and Trace Dominguez don’t just tell you what you should know, they provide the context and opinion to give the audience a grounding in both the facts and what it all

“Distort” – The show that distorts time to show you things you might otherwise miss with the human eye.

“Laci Green’s Sex+” – YouTube host, Laci Green, explores human sexuality in this popular

“Thanks, Disaster” – This new weekly hosted web series reveals the silver lining of tragic

“Melody Sheep” – Melody Sheep offers remixes for the soul; bringing science, philosophy and pop culture together with music. The videos bring a meaningful message to listeners while providing a fun, enjoyable experience. Tune in, sing along & learn.

“Pick Your Poison” – This weekly series shows what happens to the human body when we come into contact with different toxins.

“Stuff of Genius” – Stuff of Genius tells the story behind everyday inventions. Viewers will learn the stories of unsung inventor heroes and their trials, tribulations and

“Stuff Mom Never Told You” – Cristen Conger gets down to the business of being a woman and all the stuff mom never told you about bodies, boys, the female brain and more.

“Stuff to Blow Your Mind” – Join hosts Robert Lamb and Julie Douglas as they gauge the limits of scientific understanding, crack wise about technology and stare deep into the transhuman future.

“Stuff They Don’t Want You to Know” – Join Ben and Matt to learn the stuff they don’t want you to know about everything from ancient history to UFOs, government secrets, and the future of civilization.

“Stuff You Should Know” – Climb aboard with Josh and Chuck (from HowStuffWorks) on their quest to explain everything interesting about the world, one topic at a time.

Nature Hates You – Find out all the ways Mother Nature can and will mess you up. Each episode introduces one of Nature’s creations like rain, sinkholes, ants and many you’ve never even dreamed of while delivering the message that “Nature Hates You… Yes. YOU.”

Showcaine – Hosts Matt Baca and Pete Macy, as well as “sidekick” Dmitry, explore facts, trivia and anecdotes in a comedic and freeform conversational journey.

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