These documentaries will be seen many times. You'll see them as part of the normal documentary rotation through the course of the year. If you're thinking it's one-time use, it's not.

When the Disney machine gets cranked up, you know what they can do. We have to make documentaries that people will watch. It's about moving that Nielsen needle. There are solid business underpinnings to this initiative.

Joe takes you on the journey. He grabs you by the lapels.

This is a logical extension of a successful business collaboration. We've done a lot of bits and pieces over the years. This is taking it to the next level.

This is not an infomercial. These are straight-up documentaries that Discovery would do anyway.

I think her greater impact will be on younger Canadians,