'Shark Week' Goes Airborne


Discovery Communications has gotten chummy with Qualcomm's FLO TV mobile television service.

Discovery Channel's "Shark Week" franchise, now in its 22nd year, will get its own dedicated channel on the live mobile pay-TV service, which is available from AT&T and Verizon Wireless on select handsets.

FLO TV's Shark Week channel will air Aug. 1-14 and feature four full-length premiere programs from this year's network lineup, in addition to popular Shark Week programs featured during previous years.

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"By collaborating with FLO TV, we can extend this annual rite of summer to a whole new audience and bring fans another way to enjoy Shark Week with the high-quality mobile viewing experience that FLO TV offers," Rebecca Glashow, Discovery senior vice president of digital media distribution, said in a statement.

Shows available on the Shark Week mobile channel will include: Day of the Shark 2, Great White Appetite, Shark After Dark and Sharkbite Summer, an account of the 2001 shark attacks on more than 50 swimmers off U.S. beaches.

On Discovery Channel, Shark Week is scheduled to air from Sunday, Aug. 2, through Friday, Aug. 7.

AT&T and Verizon Wireless do not disclose how many subscribers opt for the FLO TV service, which both carriers offer nationwide. AT&T's pricing for FLO TV ranges from $15 to $30 per month, and Verizon's retails for $15 to $25 monthly.

The FLO TV service offers more than 18 live channels of programming, including CBS, CBS College Sports, CBS News, CNBC, Comedy Central, ESPN, ESPNEWS, ESPN2, Fox, Fox News, Fox Sports, MSNBC, MTV, NBC, NBC2Go, NBC News, NBC Sports and Nickelodeon.