• by David Kaplan , December 14, 2004

Discovery Channel and Microsoft have started a cross-platform advertising sales partnership featuring sponsorships for the third annual Silverdocs: AFI/Discovery Channel Documentary Festival coming next June.

Silverdocs was created in 2003 by the American Film Institute and Discovery Channel to showcase independent documentaries, which are shown in theaters and across Discovery's various channels.

In addition to Silverdocs, Microsoft is also a presenting sponsor of Discovery Docs on Discovery Channel. Also launched in 2003, Discovery Docs are released theatrically before making their debut on Discovery Channel.

One of the most notable Discovery Docs, "With All Deliberate Speed," the first in the series, was released to theaters in May in conjunction with and in commemoration of the 50th anniversary of the film's subject: the U.S. Supreme Court's 1954 civil rights decision, Brown v. Board of Education. The film, directed by filmmaker Peter Gilbert, will debut on Discovery Channel on Saturday, March 5 at 7 p.m. EST/PST.

The software company will also serve as a principal sponsor of Discovery Times Screening Room, a weekly series offering a different perspective on topical issues.

"This partnership reinforces the broad scope of Discovery's offerings and the value to advertisers beyond the television screen," said Joe Abruzzese, president, advertising sales for Discovery Networks, U.S. "Incorporating Discovery Docs and Silverdocs into this partnership fits well with Microsoft's brand and strategy, 'Realize Your Potential,' which encourage learning and personal growth."

The partnership also includes interactive media elements, featuring Microsoft throughout the Discovery Times Screening Room site on Discovery.com. Additionally, streaming video featuring Microsoft will run during Discovery Times Screening Room and throughout Silverdocs.