EmailEmail
PrintPrint
Bernstein leaves History Channel to dig his own stuff on Discovery
Monday, March 05, 2007

NEW YORK -- In the past three years, Josh Bernstein rode horses across the Mongolian steppe with nomads, traveled deep into the Amazon to seek out a remote tribe and slept in an igloo on an Austrian glacier to test the conditions faced by Neolithic cavemen.

Now he's venturing into another new territory: the Discovery Channel, a television network in the midst of its own evolution.

Last week, the cable channel plucked Bernstein away from rival network the History Channel, where the anthropologist and survival expert has drawn a following as the host of the popular "Digging for the Truth" series.

But as much as he enjoyed the gig, Bernstein said he was starting to feel somewhat restricted at the History Channel. "You're always looking at the past, and my interests are much broader than that," he said.

So when Discovery offered Bernstein a multiyear deal to develop his own series and specials, "it was actually a pretty easy decision," the 36-year-old said.

Bernstein officially joins the network in April. Discovery executives are gleeful about landing him, counting on the wilderness educator to help accelerate the recent resurgence at the cable network.

Viewership was up 25 percent in prime time last year and continued to grow in January, a trend network officials attribute in large part to a renewed focus on science, knowledge and exploration-related programs after the channel's recent flirtation with gear-head shows like "Monster Garage."

It's an approach championed by David Zaslav, the new president and chief executive of the channel's parent corporation, Discovery Communications Inc., who has sought to further clarify the company's 30 brands since he arrived in January. One of his first moves: dump crime and forensics programs off the Discovery Channel and move the motorcycle series "American Chopper" to sister channel TLC.

"There were some who said, 'We're going to take a hit in ratings,' " Zaslav said. "My view is that by being true to the brand, we're going to grow our ratings."

Discovery's top draws now include "Deadliest Catch," about the adventures of crab fishermen in the Bering Sea, and "Mythbusters," which uses science to debunk urban legends. Last night the channel ran a controversial documentary asserting that an ancient tomb may have held the remains of Jesus and his family.

Zaslav said he's seeking to create a "lean and empowered culture" to best identify original content. Hiring talent such as Bernstein is a key part of that equation.

The outdoorsman "is really right on brand for us," Zaslav said. "He has a real credibility with viewers directly in our sweet spot."

First published on March 5, 2007 at 12:00 am
Featured Rentals