Discovery takes HD TV to the internet

Discovery is relaunching one of its websites to bring high-definition TV to its online viewers, marking the first commercial application of Microsoft’s new web tool, Silverlight.

The Discovery website, ‘Never Miss TV’,, was originally an email alert system to remind viewers of their favourite programmes.

“The site revamp is to make the experience on the Never Miss Discovery site a more engaging interactive experience,” said Natasha Fernandez, senior manager of online and interactive/iTV, Discovery Channel Asia.

Furthermore, core Discovery viewers, the target audience of Never Miss TV, can watch programme previews even before requesting for programme alerts.

The site boasts quick video streaming and editing capabilities, as well as future plans to launch high-definition broadcasts online and via mobile.

The initiative is timed half a year after Discovery began commercial runs of its high-definition TV channel this year, through StarHub.

Additional enhancements to the site include roll-down menus, personalised playlists and smoother navigation.

To direct traffic to the site, Discovery has also kicked off an online trivia competition with video elements.

Microsoft Silverlight, release at the end of July, is a development tool for clients to add media-rich applications, such as video and chat, on their websites.

Leon Brown said: “The demand for internal video content has been soaring. As such, we have been adapting our tools to make sure that enterprises are able to deliver experiences that are as compelling internally as what we expect on the consumer web.”

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