Discovery Channel announced Tuesday that General Motors Corp. will sponsor
its new 'Discovery Channel Quest' programming initiative.
The first of five such specials will be James Cameron's Expedition:
Bismarck, set for Dec. 8 primetime.
The GM-sponsored initiative will continue through the third quarter of 2003,
according to Discovery Communications Inc. executive vice president and general
manager of U.S. ad sales and global integrated partnerships Bill McGowan.
The automaker's buy includes on-air vignettes profiling the projects and the
scholars involved. GM will have exclusive logo identification on all pertinent
tune-in advertising, from on-air to print to in-flight programming on select
United Air Lines Inc. domestic flights and signage in Discovery Channel retail
In addition, GM will sponsor related Discovery Channel lectures and
screenings, as well as the 'Discovery Channel Young Scientist Challenge,' an
annual science-only contest held in Washington, D.C., for students in grades
five through eight from across the country.