t is not just print media. TV channels, too, are gearing up to face the challenges posed by new media like internet and mobile phones. A slew of initiatives announced by Discovery Communications prove just that. The channel will launch Discovery Mobile, a 24-hour mobile programming network featuring science, technology, travel, health, animals and nature.�Discovery Mobile is specifically designed for portable platforms like mobile phones, and is not a feed from the linear TV channel.

Discovery Mobile's programming will be updated weekly with segments ranging in length from 30 seconds to four minutes and categorised into 20-minute blocks. Discovery Mobile will push content such as original made-for-mobile series, abbreviated versions of Discovery's most popular programmes, never-before-seen footage, one-of-a-kind extras and user-generated content. Discovery Mobile will be targeted at younger users aged 15-39 years, the largest consumers of wireless content and services. ... more