I think many people will remember the extremely realistic documentary created by Discovery Channel known as Mermaid: The Body Found. The piece delved into the science behind mermaids and the footage that supposedly reveals how real these creatures are. When I was young I watched Discovery Channel because it was always known as a network that shows educational nature documents. In this case, however, I think they went too far.
My classmate, Jina, discusses the affects of advertisement and the power of communication through marketing in one of her blog posts which I feel shows a direct correlation to the unjust acts of marketing that have taken place in the networking world. I completely agree with Jina’s explanation of how a product’s success will rely on the way it is marketed to its customers. If the product’s value proposition is successfully advertised to its customer segment, then it is bound to succeed.
In this case with Discovery Channel, the network chose to prey on young adults and children, its customer segment, in order to gain ratings. According to Business Insider, the network has continued to create fake documentaries despite the widespread backlash in an effort to net viewers. They use fake footage and actors to star as real scientists to create such an impact on the viewers and then at the end add a small blip about how some of the footage has been doctored. When Business Insider reached out to Discovery channel for a comment on these criticisms, they did not receive a response. Hmm, why would a network that has such a great reputation with the world for educating the public about various aspects of nature jeopardize that reputation just to gain viewers?
After reading Market Realist, it can become understood that cable networks make their money by providing content to distributors. Media networks face stiff competition for acquisition and distribution of content. The quality as well as exclusivity of content add to the competition across the media value chain. Now it becomes clear why Discovery Channel would fill our heads with fraudulent ideas, it was all to make a profit. By having “exclusive” knowledge in regards to the mermaids and many other documentaries, the network was gaining the upper-hand on its competitors.
I am simply saddened by the decision that such valued networks have made. I can not argue that they have not made smart business decisions because these fake documentaries have helped them gain viewers but at what cost? The value proposition of these companies has been destroyed due to their lack of business ethics and I wonder how long it will be before the customer segment becomes demolished as a result of these poor decisions.
Word Count: 450
Image Sources:
https://www.pinterest.com/ladyturpin/dreams-of-atlantis/
http://blogs.discovermagazine.com/science-sushi/2013/08/09/discoverys-megalodon-defense-is-just-more-lies/#.WCgKpvkrLIU
Other Sources:
http://www.businessinsider.com/discovery-channels-fake-documentaries-2014-9
https://blogs.ubc.ca/jinachoi/
http://www.slate.com/articles/technology/future_tense/2016/08/the_lasting_damage_of_fake_documentaries_like_mermaids_the_body_found.html
http://marketrealist.com/2015/03/media-networks-make-money/