Tuesday, 27 September 2011

Media giant Discovery Communications announced an agreement with handset maker Huawei to introduce a new mobile phone targeting outdoors enthusiasts.

Dubbed the Huawei-Discovery Expedition in honor of Discovery's official lifestyle brand, the device is slated to ship worldwide in the fourth quarter. Huawei did not disclose the operating system powering the phone or other technical specifications but did state the device is water-resistant, dustproof and anti-shock; it also includes GPS and compass features designed to support travel and outdoor activities. Huawei also will integrate Facebook and Twitter social sharing, enabling users to share their adventures and memories.

Discovery will launch a comprehensive, multi-platform campaign to promote the Huawei-Discovery Expedition, committing to on-air and online advertising as well as social media efforts. It is unclear whether the device will incorporate Discovery-branded content and services.

Discovery Communications reaches more than 1.5 billion cumulative subscribers across 210 international markets. In addition to its flagship Discovery Channel, the company's properties include TLC, Animal Planet and Science alongside joint ventures like OWN: Oprah Winfrey Network and The Hub.