As if there weren’t enough “Survivor” style reality shows, Columbia is teaming up with the Discovery Channel in hopes to brighten the horizon on their target audience and give “Survivorman” another season.
The Portland Oregon tycoon is finalizing a deal with Discovery Channel to begin advertising on the cable network by sponsoring “Survivorman” and another show yet to be determined.
Talk about Columbia planning to dive into long-term advertising deals with other established media sources such as Outside Magazine, Yahoo, The Weather Channel, Comedy Central and Playboy Magazine are also in circulation.
According to Columbia’s chief executive officer Tim Boyle, the deal with the Discovery Channel has not been finalized, but it will be the most the company has ever spent on one channel. Boyle hopes that the exposure will help Columbia reach its goal of quadrupling the number of consumers who see its name in the mass media.
“They have a tremendously loyal following of outdoor minded people and our target audience,” Boyle said. “But more importantly, it’s highly global.” Discovery Communications reaches 1.5 billion subscribers in 170 countries through many different channels such as Discovery, TLC and Animal Planet.