Science Channel Drops Discovery Brand


Discovery Science Channel relaunched Monday with a new look and a new name:
The Science Channel.

Just as Discovery Animal Planet dropped the Discovery brand after it caught
on, executives said, Science is ready to forego its parent's name.

'The Discovery name has done its job with The Science Channel,' Discovery
Networks U.S. content-group president John Ford said.

Science, which counts 15 million subscribers, is also launching a slate of
new originals. William Shatner (Star Trek) will host Cosmic
, an astronomy show, and William B. Davis (The X-Files) will
emcee The Skeptical Edge, which will use science to expose or explain
common myths and mysteries.

Ford said Science will also step up its ad-sales effort. It hopes the new
brand will drive advertiser interest beyond Discovery's digital and analog sales