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.

A non-monster great white shark smiles for the camera.

A Daily Telegraph article titled, Monster great white shark caught in South Africa not yet fully grown, reports about another supposed “monster.” This time the “monster” is unfortunately a white shark that died as a result of being entangled in a shark net on August 31, 2009 near Mossel Bay (Western Cape, South Africa). According to the report, the shark was an adolescent female measuring 4.3m (14′) in length. Those familiar with white sharks would hardly consider this to be an exceptionally large white shark, but for some reason some in the media have deemed it a “monster shark.” For some reason, The Daily Telegraph is reporting that the news that this is an adolescent shark is “frightening,” despite the fact that white sharks are known to grow considerably larger than the shark involved in this story. In fact, a much larger white shark was caught in the same area in 2002, according to the report. No word on whether or not that white shark met the requirements to be classified as a “monster.” Then again, “monster shark” might not have been a cool buzzword in the media back in 2002.

Some of the media outlets out there need to come back to Earth, because they are clearly way over the top, when it comes to these “monster shark” stories.

In related news, IOL News, is reporting that the dissection of the shark caught in Mossel Bay has been filmed by Windfall Films for the UK documentary series, Inside Nature’s Giants.