Discovery Communications has structured its video strategy around specialized content verticals or channels targeted at certain audiences. First, with the Revision3 brand, SourceFed, TestTube, DNews and, most recently, a new’ish brand announced originally last year aimed at curious minds called “Seeker.” Much like its other brands, Seeker rolled out a targeted slate of programming and single videos aimed at those who have inquisitive minds and want to learn about the world.
Today, the company announced a rebrand including a new version of its site (www.seeker.com), a new slate of programming and a new virtual reality agenda added to the digital and cross-platform video it will produce, that take the brand much closer to a digital network than simply a content vertical or channel.
According to the release, Seeker will “bring together established online brands,” including it’s legacy channels DNews, TestTube, Seeker Stories, Revision3, as well as its other series including “Shots of Awe” hosted by Jason Silva. The company also revealed it would add expand the brand to include Seeker Docs, Seeker Live, Seeker VR as genres housed under the Seeker brand. It also announced a new series called Seeker Sabbatical that dives into the journey’s that unfold when we break from society. The first episode stars Laci Green as she takes a personal pilgramage and is documented along the way.
“For seekers, success isn’t gauged by a checking off items on a bucket list or climbing the corporate ladder; rather, it is measured by understanding and participating in the world around you…by constantly evolving,” explained Suzanne Kolb, Executive Vice President and General Manager of Discovery Digital Networks.
And Discovery Communications is following suit with its latest evolution of its digital brands.