Discovery Amends Shift in On-Screen Credits Policy

Faced with criticism from television’s production community, Discovery Networks U.S. has compromised on a proposed policy shift that would have virtually eliminated on-screen credits from its programs.

The channel has maintained that dropping credits would improve audience flow from one program to the next and generate higher ratings.

Discovery announced Tuesday that it will let producers decide whether to continue to run credits as usual or adopt an alternative arrangement.

Under the amended system, a few credits would be featured at the outset of shows, a five-second card identifying the production company logo would run at the end and viewers would be directed to a Web site where they could access complete credits.

Some in Hollywood had reacted angrily to the Bethesda, Md.-based company’s “credit initiative,” which was outlined during a series of meetings with producers in recent months. Beyond concern that limiting credits would deprive them of recognition for their work on Discovery’s networks, which include Discovery, the Travel Channel and Animal Planet, producers feared the practice would spread.

Although Discovery stated that several producers supported the concept, the International Documentary Assn. assembled a coalition saying it was offended by the proposal, which also was criticized by the Writers Guild of America. The Academy of Television Arts and Sciences board passed its own resolution pointing out that credits are “currency” in the TV business.

John Ford, president of the content group for Discovery Networks U.S., said Discovery was still committed to exploring means of providing better audience retention from program to program, having previously stated that credits invite viewers to “channel-surf.”

Producers appeared to welcome the compromise. Most producers were reluctant to openly criticize Discovery because its channels are major buyers of documentary fare.