Is Shark Week the new Valentine’s Day?

 

(Devon Rosenberry) Following in the footsteps of Hallmark, the Discovery Channel has unleashed the newest commercially constructed holiday—Shark Week.  In the celebration of their 23^rd annual affair, the Discovery Channel dubbed the 2010, week-long event “Happy Shark Week.”  The network’s tagline solicits consumers to answer the simple question, “How are you celebrating shark week this year?”

The historic Shark Week continues to grow in popularity every year.  According to Time Magazine, the week-long series of documentaries has pulled in over 20 million viewers every year since 1995, and reached its peak audience of 29 million in 2008. 

So how does Discovery build the buzz?  They use the age-old tactic that you want what you can’t have.  The network has managed to create some of the most addictive programming, and most importantly, they only release it once a year.   They dial into each individual’s fear of the unknown, and in effect have built a holiday-like event to celebrate the fins and fury we dread to see while taking a dip in the ocean. 

It also doesn’t hurt to have the support of many major celebrities.  The week-long series has gathered many well-known fans including Will Ferrell, Lauren Conrad, Mark McGrath and this year’s Shark Week Host Craig Ferguson.  Even Tracy Morgan’s character on the NBC comedy “30 Rock” referenced Shark Week in an early episode.  "So here's some advice I wish I would have got when I was your age,” Tracy said to his new assistant.  “Live every week like its Shark Week." 

Many of us wish we could live every week like its Shark Week but since we can’t the Discovery Channel has provided us with all the shark bitten goodies we could want.  Whether you are watching how to survive a shark attack on TV, or taking a virtual shark dive online, there are more than enough ways to feed your craving. 

Fans everywhere continue to celebrate the holiday of Shark Week.  One fan, @craigeryowens tweeted “#sharkweek is one of the only yearly occurrences that I consistently celebrate as if it were a holiday.”  So tilt your glass, and toast one of Discovery Channel’s Shark Week Cocktails to the new holiday we all know and love.

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