But on Thursday, one of cable TV’s stalwart programmers, Discovery Communications, answered in a big strategic way, acquiring Revision3, a top supplier of digital video to the above-mentioned platforms.

Silver Spring, Md.-based Discovery will pay about $30 million to acquire San Francisco-headquartered Revision3, a producer and distributor of popular digital programs including Epic Meal Time (pictured) and Tekzilla. Overall, Revision3 programming averages 23 million monthly unique viewers, spread across 27 channnels spanning platforms such as YouTube, Yahoo, AOL, CNET and Roku, just to name a few.

Over the last several years, Discovery has looked for ways to extend the programming of niche-focused channels like Science, Planet Green and Investigation Discovery to emerging internet platforms. Speaking to paidContent Thursday, a spokeswoman for the media company said Revision3 fills this need in several ways:

• While Discovery spends about $500,000 – $700,000 to produce an hour of cable TV programming, Revision3 has been able to produce popular shows for a digital scale that’s much less than that.
• Revision3 has also created science and technology programming that’s complementary to what Discovery already puts on its channels.
• A number of Revision3 hosts have shown the ability to draw an audience across platforms (the Discovery rep didn’t specify which ones the company likes in particular).

Each of Revision3′s 50 employees will be retained, the company will remain in San Francisco and CEO Jim Louderback will remain in charge of day-to-day operations. “They themselves are an attractive part of this deal,” the Discovery spokeswoman said.

Revision3 was founded in 2005 by Jay Aderlson and David Prager, and enjoyed two rounds of funding valued at around $10 million.

Discovery has also made four promotions: David Leavy is now chief communications officer and senior EVP of corporate marketing and affairs, reporting to President and CEO David Zaslav. Bruce Campbell, chief development officer and general counsel, adds business affairs and global production management to his responsibilities. Chief Digital Officer JB Perrette adds oversight of Discovery’s enterprise operational services to his portfolio, while EVP and Chief Content Officer for Discovery Networks International Luis Silberwasser adds U.S. network Velocity to his responsibilities.

– Amazon (NSDQ: AMZN) Publishing: Tim Ditlow has been appointed associate publisher for Amazon’s Marshall Cavendish children’s book titles. According to Publishers Weekly, that title “may be misleading, since the rep acknowledged that Ditlow will be overseeing children’s and YA books beyond the more than 400 titles that Amazon recently acquired from Marshall Cavendish.” Ditlow was VP of children’s content at the Amazon-owned Brilliance Audio, and before that was VP, publisher at Random House’s Listening Library.

– Turner Broadcasting: Greg D’Alba has been appointed to the new role of president of news and Turner Digital ad sales, leading the TBS, Inc. ad sales organization. Most recently, D’Alba served as EVP and COO for CNN ad sales, marketing and operations. Donna Speciale joins as president of Turner Entertainment and Animation ad sales. Currently she holds the title of president of investment and activation and agency operations for MediaVest USA.

The reorg sees several promotions: Walker Jacobs is now EVP of digital ad sales, and Katrina Cukaj is now EVP of CNN ad sales, both reporting to D’Alba. Frank Sgrizzi has been upped to EVP of Turner Entertainment ad sales, Joe Hogan is EVP of truTV, Cartoon and Adult Swim ad sales, and Lenny Daniels adds Turner Sports ad sales to his list of responsibilities including programming, production and strategy operations. Sgrizzi, Hogan and Daniels report to Speciale.

– MediaBrix: Manny Berrios and Sandro Camarao join in new positions at the company: CTO and VP of product management, respectively. Previously, Berrios co-founded and was chief technology evangelist at Axle Digital. Camarao most recently was VP at Kenzan Media.

The move is being spun as a switch from launch to execution, with an effort not to make it look like the highly regarded Norman is being replaced by Liguori. Norman was recommended by Tom Freston, her former boss at Viacom (NYSE: VIA), who has been an adviser on the new network. She came on
in early 2009, joining a project that already had seen some turnover and that encounter more. Last month, distribution head Alan Singer left to head programming for Charter (NSDQ: CHTR) Communications.

Former Fox exec Liguori came in late in the process, joining Discovery at the end of 2009, nearly a year after Norman. His involvement with OWN was expected, particularly given his strengths in growing new channels with FX as the prime example. The company says his immediate takeover of the network reflects a “more long-term focus on business and creative strategy, development and execution.”

Does it also reflect a power shift? Winfrey remains chairman but where Norman reported to her and the OWN board, Liguori keeps his day job as COO of Discovery Networks.

More to come.
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PETER LIGUORI NAMED *INTERIM* CEO OF OWN: OPRAH WINFREY NETWORK

Discovery Communications’ Chief Operating Officer adds OWN Leadership Responsibilities Following Departure of Christina Norman

Los Angeles, CA and Silver Spring, MD – Peter Liguori has been named Interim Chief Executive Officer of OWN: Oprah Winfrey Network, it was announced today by Oprah Winfrey, Chairman of OWN, and David Zaslav, President and CEO of Discovery Communications. The appointment reflects a transition from a launch phase to a more long-term focus on business and creative strategy, development and execution following the network’s debut on January 1, 2011.

Effective immediately, Liguori steps into the role held by Christina Norman, who led the successful launch of the multi-platform joint venture. In addition to his Chief Operating Officer (COO) responsibilities for Discovery Communications, Liguori will oversee the network as it continues building a slate of new and original content, including the October debut of Rosie O’Donnell’s new talk show ROSIE and the launch of OPRAH’S NEXT CHAPTER in early 2012.

“I want to thank Christina for her important accomplishments, incredible passion and many sacrifices in helping to launch the network,” said Winfrey. “With the final taping of “The Oprah Winfrey Show” only a few weeks away, I will soon be able to devote my full energies to OWN. This is a natural point of transition, and I am confident that Peter, as an integral part of the launch of OWN, will be a terrific partner for me going forward. He is one of the smartest, most creative executives in media, and I look forward to his leadership as we build our development slate and work toward the launch of OPRAH’S NEXT CHAPTER. Over the remainder of the year, Peter and I will work together to recruit a permanent CEO for OWN’s next phase of growth.”

“Joining OWN was a great opportunity, and launching it successfully and drawing more than 67 million viewers is one of my proudest achievements,” said Norman. “My thanks to Oprah and David for entrusting me with this brand and giving me the opportunity to launch OWN. As I move on to my next challenge, I am confident the strong foundation we have built will position the network to achieve great things.”

“Peter is Discovery’s creative leader, and highly qualified to assume the leadership at OWN for the next phase of growth,” said Zaslav. “Christina did a great job launching OWN with long-term support from both advertising and affiliate partners. Peter will now ensure that OWN reaches its full creative potential with great programming that delivers on Oprah’s vision, mission and brand.”

OWN debuted on January 1, 2011, and delivered double digit primetime increases across all key demos vs. Discovery Health a year ago for 1Q. Strong performing series include SEASON 25: OPRAH BEHIND THE SCENES, OUR AMERICA WITH LISA LING and THE JUDDS. Key upcoming series debuts include WHY NOT? WITH SHANIA TWAIN and FINDING SARAH, with the Duchess of York Sarah Ferguson.
Among his primary responsibilities as Discovery’s COO, Liguori oversees Discovery’s interests in its joint venture channels, The Hub, 3net and OWN, as well as providing leadership for the company’s operational organizations, including Marketing, Discovery Studios, Corporate Communications and Corporate Affairs, Business Affairs, Research, Digital Media and Commerce, and Media Technology, Production and Operations. In addition to his operational role, he also oversees Discovery’s cross-company global Creative Council with a focus on maximizing the value of the company’s content, marketing resources and overall corporate assets.

Before joining Discovery in 2009, Liguori most recently served as president of entertainment for Fox Broadcasting Company, where he was responsible for all Fox program development and marketing. Prior to assuming that position in 2005, Liguori was president and CEO of News Corp.’s FX Networks since 1998, overseeing business and programming operations for FX and Fox Movie Channel. Under his leadership, over a five-year period, FX grew from an emerging network reaching 39 million homes to a top-five basic cable network reaching more than 84 million homes and recording all-time highs in ratings and revenue.

Liguori joined Fox/Liberty Networks in 1996 as Senior Vice President, Marketing for a new joint venture, which now includes Fox Sports Net, FX, Fox Sports World, SPEED and National Geographic Channel. Prior to joining Fox, Liguori was Vice President, Consumer Marketing at HBO. He also held several positions in HBO’s Home Video Division, including Vice President, Marketing and Senior Vice President, Marketing, where his duties included the creation and implementation of marketing programs for all HBO Home Video product expansion and the development of its programming line-up.

Liguori also has experience as a producer of the widely acclaimed independent feature film, “Big Night.” Prior to HBO, he worked in advertising at Ogilvy & Mather and Saatchi & Saatchi.

In return for the added financing, Winfrey has agreed to increase her on-air presence on OWN, including hosting or starring in a show.

The new cable channel, a joint venture between the daytime host and Discovery, is set to launch on or before Jan. 1, 2011. In addition to the expanding financial commitment on the part of Discovery and the promise of more personal appearances on OWN, the joint venture was granted the right to pursue the distribution of the channel in the United Kingdom and Canada.

Over the past year, OWN has had a number of changes in personnel as its worked to meet its launch deadlines and build some anticipation for its debut. Last spring, Robert Tercek exited as OWN’s digital head, while his counterpart on the TV side, Robin Schwartz, left soon after CEO Christina Norman came on board.

The decision to hand off digital to Liguori was made in consideration of Campbell’s more expansive new role.

In taking the general counsel post, Campbell succeeds Joe LaSala, who is leaving the company at the end of 2010. Campbell will continue to have responsibilities for global business development for Discovery and report to President and CEO David Zaslav. He will divide his time between Discovery’s offices in Silver Spring, Md., and New York City.

Previously at NBC Universal (NYSE: GE), where he also worked in corporate development, Campbell has been with Discovery for over three years. A few months after arriving at Discovery, Campbell managed the company’s $250 million acquisition of HowStuffWorks.com

In addition to Campbell, former Fox exec Lee Bartlett is joining Discovery as EVP, Global Production Management, Business and Legal Affairs. Release

According to the SEC filing Jan. 20, Zaslav received appreciation rights for about 1.9 million shares of Discovery stock at prices ranging from $14.34 each and $22.91 each on Jan. 15. That stock was automatically sold the same day at prices ranging from $31.69 each to $34.86 each, reaping the CEO a profit of $33.9 million.

Some of those appreciation rights were awarded back in 2007, according to Discovery. The units automatically pay out annually — Zaslav does not take any action to exercise them — and then they replenish at the stock’s trading price on that date. More on Multichannel.

The full filing below:

Discovery Zaslav –

HSW International is developing Sharecare’s customizable social QA platform and will manage the website, Sony Pictures Television will sell the ads. Jeff Arnold, who has taken an expanded role at Discovery as Chief of Global Digital Strategy and HowStuffWorks.com Chairman Emeritus, will also become Chairman and Chief Architect of Sharecare. Dr. Oz is putting together a coalition of expert doctors, hospitals and practitioners, to answer users’ health questions. The site is also working with Cleveland Clinic, Johns Hopkins Medicine, and New York-Presbyterian Hospital, among others. Initial sponsor is Dove. Of course, there’s tons of competition in the health content space, from WebMD, EverydayHealth and many others. Details in release.

LIke the rest of the On Demand programming, popular shows like Mann Vs. Wild will be delivered only to Comcast (NSDQ: CMCSA) subscribers already paying for the shows on cable. Comcast is on board with Time Warner’s TV Everywhere idea to use authentication to allow multichannel video subs to pay once but gain access to that programming across platforms and outside of their own home.

By trialing with Comcast , Discovery and the other networks get to show they’re behind anything that helps keep or gain subscribers for their customers — and gauge whether it will be of any extra value to them when it comes to negotiations. From a statement by Bill Goodwyn, president, domestic distribution and enterprises for Discovery Communications: