DISCOVERY PLANS WEB PREMIERES

In another example of TV programmers using the Internet to fuel demand for their traditional broadcasts, Discovery Communications plans to premiere two new shows each week on its Web site before they air on the channel.

Beginning in the third quarter, the new initiative, dubbed “Discovery iPremieres,” will each week debut two ad-supported, full-length episodes of such shows as “Dirty Jobs” and “American Chopper.”

“Through the iPremiere strategy we can broaden the reach of our brands and TV programming and draw new audiences to our channels while creating new inroads for our valued advertisers,” said Discovery CEO David Zaslav.

The move is a further indication that TV networks no longer think that Internet video cannibalizes traditional TV audiences. Rather, research suggests that making some programming available online drives viewers back to the network’s regularly scheduled programming.

Discovery’s profile has risen significantly since Zaslav took the helm in January. The network generated huge ratings with a James Cameron-produced show claiming to have uncovered the lost tomb of Jesus Christ. That ratings momentum continued this month with the launch of the critically lauded “Planet Earth,” which has so far been seen by about 12 million viewers.