Extending the Experience

Non-fiction producers who find themselves with a ratings hit are faced with a licensing market more welcoming than ever before. This is partly due to TV's ability to launch a brand. As Kenton Selvey, VP of international licensing for Discovery Consumer Products explains, 'Industry wide, more licensees are interested in television than movie properties because it's a long-term business, not a Hollywood hit or miss.' Also, a recent string of hot factual properties has caused interest in non-fiction fare to spike among licensees hoping to attach their merchandise to a recognized brand.