Discovery and Intel pair up for “Curiosity”

The multi-tiered partnership incorporates in-program features, Discovery-created short-form vignettes, branded video on (pictured) and more.
July 14, 2011

Discovery Communications and Intel Corporation have announced a partnership deal for the upcoming multi-year and multi-platform project Curiosity: The Questions of Life, which makes the computing company the sole global sponsor of the ambitious initiative.

Curiosity: The Series will have its U.S. premiere on August 7 and will launch around the world in September, exploring topics ranging from intelligence and neuroscience to nanotechnology. Intel will be presenting partner on the first four episodes and will receive “broad exposure” in the first season’s 16 episodes.

As part of the deal, Discovery will produce several short-form vignettes featuring Intel employees, discussing what sparks their curiosity. The company will also be the focus of a “What Makes Us Curious” in-program feature that will air during each episode of season one.

As for the initiative’s digital element, Intel employees are being integrated into the content on, which launched last month. The company also has homepage exposure, branded video, custom profile pages and podcasts, and branding in topic areas including nanotechnology, computing, neuroscience and space exploration.

Intel will also be part of the educational component of Curiosity, with Discovery Education developing for Intel a co-branded “Spark Your Curiosity” online portal destination for middle- and high-school teachers, students and families.

“We are incredibly proud to partner with Intel on Curiosity and what we believe is a perfect fit of corporate missions,” said Clark Bunting, outgoing president and general manager of Discovery Channel. “Just as Discovery has focused its 25-year mission on satisfying viewers’ curiosity about the world around them, Intel is driven to advance how people work and live.”

Nancy Bhagat, VP of Intel marketing strategy, added that Intel was “particularly driven by the theme as it relates to the company’s ongoing curiosity and passion for developing technologies that will change how we think and act.”

About The Author
Jonathan Paul is a Toronto-based writer into creativity, content, advertising, tech, comics, video games, film, TV, time and space travel.