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TUNING IN

A blog dedicated to the world of broadcast and public relations

Saturday, October 1, 2005

Shark Week 2005 Takes A Big Bite Out Of Radio & Sets Some Fishy Stories Straight

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Can a shark detect one drop of blood in 700,000 parts of water? Can you deter a shark from attacking with a right jab to the nose? Do the colors yellow and red ? or shiny jewelry, for that matter, spark a shark’s interest? What do we really know about sharks — and what’s just another shark tale?

In 2005, SHARK WEEK featured an all-new lineup that put some of the best-known myths about sharks to the test, showcasing fascinating facts about the oceans’ apex predator, and spotlighted the story of the real-life captain who inspired the character of Quint in the movie Jaws, which celebrates its 30th anniversary this year.

To make the biggest splash possible for SHARK WEEK, Discovery partnered with News Generation to book radio interviews with national networks and top stations across the country to promote the programming event. The mad scientists of MythBusters, Adam Savage and Jamie Hyneman, who put the bite on shark myths raised in the 1975 blockbuster Jaws, completed the ‘shark’ share of the interviews, while Shark Expert, Dan Huber, completed interviews with a few national networks and stations in coastal states to discuss safety in ocean waters.

Between Tuesday, July 5 and Thursday, July 14, 2005 a total of 40 radio interviews were completed to encourage safety along our shorelines and promote the upcoming SHARK WEEK. There were more than 44.5 million listeners, and a total of 9,702 airings on 2,979 stations and network affiliates across the United States. Interviews were completed nationally on Metro Source, USA Radio Network, Westwood One, Sporting News Radio Network, and XM Radio; three nationally syndicated talk shows; the statewide network in Florida; and on top news, news-talk and classic rock stations in the top radio markets.

First launched on Discovery Channel in 1988, SHARK WEEK is cable television’s longest-running programming event. It premiered this summer from July 17 to 21, 2005 at 9:00 p.m. (ET/PT) each evening. For more information on Shark Week and other Discovery programming, visit www.discovery.com.

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