Canal 1 takes Discovery’s content to Colombian FTA TV

The Colombian FTA TV channel Canal 1 ran a content and partnership agreement with Discovery Colombia to include some of Discovery’s most popular programs at selected times on its weekly grid.

From this Monday, October 7th, the Colombian audience will be able to access the new Canal 1 programming. The new programming block, called ‘Zona Discovery’, will be broadcast from Monday to Friday from 12:30 a.m. to 2:00 p.m. ( Colombian time) and, as of Saturday, October 19th, the block will also be extended to Saturdays and Sundays, between 2:00 pm and 4:00 pm (Colombian time).

‘We are excited to be able to show these highly captivating shows from the renowned global entertainment brand Discovery to a large audience that exceeds the pay TV reach. In addition, we will have the vast knowledge provided by Discovery’s powerful analytical tools to help customers effectively sell to a larger segment of the Colombian market’, said Ramiro Avendaño, Canal 1’s President’. We look forward to combining our talent. and our strengths to provide better service to advertisers and audiences’.

Discovery will handle advertising sales for Zona Discovery, using its Discovery Beyond advertising tool, which connects brands with their target audiences, using artificial intelligence. The tool measures the linear performance and social and digital media activity of a brand during its campaign, and optimizes performance to increase conversion.

‘We are very satisfied with this agreement, as it highlights the value of  pay TV content and allows us to delight the audience of Canal 1 with some of our real-life stories’, said Carolina Angarita, General Manager at Discovery Colombia . ‘It is also excellent news for our local advertising partners, as it will allow us to take advantage of our state-of-the-art technology and national reach of Canal 1 to connect advertisers in an innovative and efficient way’, she concluded.