The Dorsal Fin

Discovery Networks is running a contest of sorts to “be a part of Shark Week.” The rules are simple. Just upload a video (with no background music) of yourself creating your own lyrics to the tune of Discovery’s “Boom De Ah Dah” song and upload it to YouTube as a response to the above video. This is your chance to voice to Discovery how you feel about Shark Week.

To send your video response go directly to the above video on YouTube and click in the empty box below the video where you can add a comment. When you click in the empty comment box, a link will appear to the right that reads “Attach a video.” Follow the instructions from there to add your personalized Shark Week video.

Discovery’s new promotional video for “Ultimate Air Jaws” follows Chris Fallows as he attempts to understand why white sharks are coming in close to shore of the coast of Mossel Bay.

If this video is an indication of what we can expect from the network this year as far as promotional material for Shark Week 2010 goes, then I’d say they’ve made leaps and bounds in the right direction compared to last year’s marketing campaign. The promo video features some amazing slow-motion breach footage and seems to be more focused on information and education versus trying to drum up fear. Hopefully, we’ll see more of these types of promotional videos from Discovery leading up to this year’s Shark Week.

DiscoveryNetworks' Featured Videos on YouTube appear to focus on shark attacks on humans.

It seems that Discovery Networks’ fixation on promoting shark attack footage has stretched beyond their annual Shark Week. Today while browsing through YouTube for recent shark-related videos, I was presented with “Featured Videos” ads from DiscoveryNetworks‘ YouTube channel. I guess it shouldn’t really come as any surprise that Discovery is continuing to push shark attack footage on YouTube. Their promotion of Shark Week 2009 was centered around over-the-top fictionalized shark on human violence, including cheesy videos of fake shark attacks, which appeared on YouTube.

It should be noted that these shark attack ads for showed up while searching on the term “shark” (not “shark attack”) using the “upload date” filter, despite the fact that the videos are listed as being uploaded “1 year ago.” Of course, I realize this all part of YouTube’s marketing of “Featured Videos,” but Discovery Networks certainly has a hand in which videos are promoted. Two shark attack videos certainly seem like odd choices for a company that claims to be conservation-minded.