Rock On! COLD WATER COWBOYS Hits the Motherload as one of Discovery’s Biggest Premieres Ever

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TORONTO (February 26, 2014) – The fishermen of “The Rock” got their hooks in Canada last night when the series premiere of Discovery’s original Canadian series COLD WATER COWBOYS attracting 569,000 viewers, making it the third-highest series premiere in network history. With 1.4 million unique viewers overall, Tuesday’s powerful first episode attracted 237,000 A18-49 viewers and 260,000 A25-54 viewers. The 10-part series by Paperny Entertainment journeys to Newfoundland to meet Canadian fisherman with salt water in their veins, and follows them through one intense fishing season.

“COLD WATER COWBOYS is a true Canadian adventure,” said Edwina Follows, Discovery’s Director of Commissioning. “Discovery is thrilled that more than a million Canadians tuned in and hope that audiences from coast-to-coast-to-coast continue to check-in with the fisherman fraternity for the next nine weeks!”

**Media Note** – Download episodic photos from COLD WATER COWBOYS at BellMediaPR.ca.

A closer look at last night’s BBM Canada data reveals:

• Discovery won the 10-11 p.m. E.T. timeslot among all Specialty/Pay channels overall for total viewers and Adults/Men/Females Aged 18-49 and 25-54
• Discovery was the #1 Specialty/Pay channel overall yesterday for total viewers and Adults/Men Aged 18-49 and 25-54

COLD WATER COWBOYS drove strong, positive social chatter (@ColdWaterCowboy) in the lead up to and during the series premiere, with the campaign on Facebook (estimated three million users reached) and Twitter (3.8 million estimated impressions) earning the highest engagement rates of any Discovery social campaign to date. Impactful creative, an engaging social presence by the series talent and a strategically executed ad buy all contributed to the strong social performance. In addition, the official series hashtag #CWCowboys was trending in Canada before the end of the premiere, meaning it was one of the most-used hashtags in the country last night.

COLD WATER COWBOYS viewer engagement extends through mobile via the Discovery App and at Discovery.ca, where users can watch full episodes and video extras, discover behind-the-scenes content, see Captain bios and fish “bios,” explore photo galleries and fishing maps, and find series and episode descriptions.

About Discovery:

The world is just awesome! With compelling real-life programming that inspires and entertains, Discovery reveals the world in all its wonder, diversity and amazement. Discovery offers a signature mix of adrenaline-charged stories, larger-than-life personalities and vivid imagery for viewers with curious minds. With the best non-fiction programming from Canada and around the world, Discovery captures the excitement of a passion for life – one lived fully and at its most extreme. With exceptional and immersive storytelling, the channel offers in-depth, behind-the-scenes glimpses at the extraordinary people and places that shape our world. Launched in Canada in 1995, Discovery is now available in more than eight million Canadian homes. Discovery is offered in standard definition (SD) and high definition (HD) simulcast – for viewers who want an even bigger and bolder experience. Discovery Canada is a joint venture between Bell Media, which is owned by BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company, and Discovery Communications Inc. Find more information and interactive online features at Discovery.ca.

-DISCOVERY-

SOCIAL MEDIA LINKS:

Discovery Canada on Facebook:                               facebook.com/discoverycanada

Discovery Canada on Twitter:                                    twitter.com/DiscoveryCanada

COLD WATER COWBOYS on Facebook:               facebook.com/ColdWaterCowboys

COLD WATER COWBOYS on Twitter:                    @ColdWaterCowboy

COLD WATER COWBOYS Twitter Hashtag:           #CWCowboys

For more information:

Noah Zatzman, Discovery, 416.384.5903 or noah.zatzman@bellmedia.ca                                    

Jodi Cook, Discovery, 416.384.4603 or jodi.cook@bellmedia.ca