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[04/05/11 - 06:31 AM]
Discovery Communications Unveils The New SCIENCE
The new on-air elements officially debut on June 8, in conjunction with the second season premiere of "Through the Wormhole With Morgan Freeman."

[via press release from Science Channel]

DISCOVERY COMMUNICATIONS UNVEILS THE NEW SCIENCE

-- Network Unveils New Name, Logo and On-Air Look for Television's Home for Science --

(Silver Spring, Md.) - Discovery Communications today revealed the next generation of its Science Channel brand. The network, which is carried in more than 68 million homes, will now be known as SCIENCE, and will feature a futuristic on-air look and television's most-dynamic and interactive logo, "Morph." The new on-air elements officially debut on SCIENCE beginning June 8 at 10:00 PM (ET), in conjunction with the world premiere second season of THROUGH THE WORMHOLE WITH MORGAN FREEMAN.

SCIENCE's new on-air look is inspired by the constant transformation of energy and passion for exploring the unknown. Morph celebrates the potential of the future while displaying a willingness to reshape current reality. Interstitials will feature Morph continually changing its shape, texture and sound in a manner that will consistently surprise and challenge even the most audacious of imaginations.

"SCIENCE is more than a channel - it's a multifaceted, multiplatform community that captures a distinct zeitgeist within our culture. To reflect this, we're officially dropping the "Channel" from our network name," said Debbie Adler Myers, Executive Vice President and General Manager of SCIENCE. "I'm also thrilled to unveil our new logo, Morph. It's futuristic, it's novel - and there's nothing else like it on television. Morph is constantly in motion and always will be changing, on-air and online."

While today's announcement represents the most noteworthy milestone yet in the development of the network, SCIENCE truly began its evolution at the outset of 2011. Beginning in January, SCIENCE started adding to its core science programming; such as the Peabody Award-winning WONDERS OF THE SOLAR SYSTEM, HOW IT'S MADE and MUTANT PLANET. New additions to the network feature one foot in the scientific world and the other in pop culture; including Ricky Gervais' AN IDIOT ABROAD, and the Joss Whedon sci-fi cult classic, FIREFLY. The result of the strategy has been the network's highest-rated quarter ever in Primetime across all key demographics.

The change in SCIENCE is not limited to the network's name and packaging. The ideals of the new network identity are ingrained into all aspects of the brand. SCIENCE is now the official home of the Thought Provocateur - the individual who is constantly asking the not afraid to ask "what if?" and "why not?"

"I always say that SCIENCE is far more provocative than men in white lab coats. It's for people who look at the world differently," said Myers. "SCIENCE is full of questions, curiosity, mystery, and wonder. It rides the edge of what's possible. We're not changing the direction of the network; we're just recruiting a bigger audience to sample the joys of SCIENCE."

About SCIENCE:

SCIENCE, a division of Discovery Communications, Inc. (Nasdaq: DISCA, DISCB, DISCK), is home for the thought provocateur, the individual who is unafraid to ask the killer questions of "how" and "why not." The network is a playground for those with audacious intellects and features programming willing to go beyond imagination to explore the unknown. Guided by curiosity, SCIENCE looks for innovation in mysterious new worlds as well as in its own backyard. SCIENCE and the SCIENCE HD simulcast reach more than 68 million U.S. households. The network also features high-traffic online and social media destinations, including ScienceChannel.com, facebook.com/Science Channel and twitter.com/Science Channel.





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· FIREFLY (FOX)
· HOW IT'S MADE (SCIENCE)
· IDIOT ABROAD, AN (SCIENCE)
· MUTANT PLANET (SCIENCE)
· THROUGH THE WORMHOLE WITH MORGAN FREEMAN (SCIENCE)
· WONDERS OF THE SOLAR SYSTEM (SCIENCE)





[04/03/25 - 02:00 PM]
Video: Trailer and Key Art for "Not Just A Goof" Available Now
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[04/03/25 - 12:06 PM]
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[04/03/25 - 12:01 PM]
ABC Renews "9-1-1," "Grey's Anatomy," "The Rookie," "Shifting Gears" and "Will Trent" for 2025-26 Season
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[04/03/25 - 12:00 PM]
CBS to Present MTV Video Music Awards (VMAs) for the First Time, Airing Live Sunday, Sept. 7 from UBS Arena, and Streaming on Paramount+
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[04/03/25 - 11:53 AM]
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[04/03/25 - 11:00 AM]
CBS Gives First Look at "The Equalizer" Spin-Off Featuring Titus Welliver and Juani Feliz
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[04/03/25 - 10:07 AM]
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[04/03/25 - 10:02 AM]
Date Announcement & First Look: Hulu Original Series "Nine Perfect Strangers" Season Two
Season two premieres on May 21, with two episodes at launch, followed by weekly releases on Hulu.

[04/03/25 - 10:01 AM]
Video: HBO Releases Official Trailer and Key Art for Season Two of the Original Comedy Series "The Rehearsal," from Nathan Fielder, Debuting April 20
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[04/03/25 - 09:24 AM]
FOX Nation to Premiere "Rebound: A Year of Triumph and Tragedy at Yeshiva University Basketball" on April 9th
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[04/03/25 - 09:01 AM]
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[04/03/25 - 08:03 AM]
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[04/03/25 - 08:01 AM]
Grief Has Never Been Funnier. Sarah Silverman Returns to Netflix with New Special, "PostMortem"
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[04/03/25 - 08:01 AM]
HBO Original Series "Like Water for Chocolate" Begins Filming Its Second Season
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[04/03/25 - 07:01 AM]
New Season of "Phineas and Ferb" Returns June 5 on Disney Channel and June 6 on Disney+
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