Advanced Television

WBD partners with IAEA on TV campaign

December 12, 2024

Warner Bros Discovery (WBD) and the International Atomic Energy Agency (IAEA), part of the United Nations family, have announced a partnership that focuses on promoting and educating the public around nuclear science and the innovative solutions it brings for issues that our modern world faces, from climate change to growing hunger and beyond.

While the term ‘nuclear’ may raise several concerns to the public, nuclear science is being used daily in safe, secure, and peaceful ways, to provide solutions for fighting diseases, toxins, hunger, droughts, plastics and many others. Through this partnership, WBD and the IAEA will launch ‘Good To Know’, an educational TV campaign in 2025, which will air on the Discovery Channel across the EMEA region.

“Part of our strategy is to create mindfulness within our viewers on topics about the environment, social issues and education. I am very excited about this brand-new partnership with IAEA, as this is a great example of how we like to use our media for good. Every month, Discovery Channel reaches over 40 million viewers across EMEA and we are thrilled that our viewers will get the opportunity to learn more about how nuclear science is being used in innovative ways to improve our lives and advance the environmental sustainability agenda. Next year Discovery Channel celebrates 40 years since its global launch, and the timing for this partnership with IAEA could not start at a better moment,” commented Jamie Cooke, General Manager at WBD Central East Europe, Turkey, and the Middle East.

“We are excited to work with the Discovery Channel to help even more people learn about the amazing world of nuclear science. From the IAEA’s unique laboratories, our scientists are using radiation to recycle plastics and create plants that can better withstand climate change, they’re researching new targeted forms of cancer therapy, and much more. In the last couple of years alone, the IAEA sent seeds into space to see if we can develop even stronger variants; we sent scientists to Antarctica to collect accurate data about plastic pollution and we helped conservationists use radiotracers to combat rhino poaching,” added Rafael Mariano Grossi, Director General at the International Atomic Energy Agency. “There are so many fascinating stories to tell about the cutting-edge nuclear techniques through which the IAEA assists countries in the fight against hunger, disease, climate change and energy poverty, to name just a few, and we are very happy to be telling them together with the Discovery Channel.”

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