With the help of some Swedish special effects masters, Discovery Channel took its viewers on the ultimate shark ride. The end result was a “So Sharky” campaign that led to the best Shark Week Ever. Some 42 million people made it the highest-rated Shark Week in its 27-year history among P/W25-54 & W18-49, and #1 primetime network in all of TV among M18-49 & M18-34. The barter marketing partnerships scored over 80 million impressions.

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Wednesday–September 17

MSNBC-NBC News Split Dates Set

In a Wednesday editorial call reported on by the trades, MSNBC SVP, Newsgathering Scott Matthews outlined when the cable network will break away from NBC News as part of the Versant spinoff from NBCUniversal.

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