The purpose of the alliance is to produce co-branded programming content for distribution via Discovery Health Channel and discoveryhealth.com, the internet’s fourth-ranked consumer health portal. Programs will provide consumers with cancer-oriented health care information designed to promote and reinforce healthier lifestyles through behavior change.

The agreement calls for the production of at least two television programs devoted to cancer and at least one dozen health minutes, which will rotate throughout the schedule.

The television programming will be complemented by in-depth content on the Web.

"We consider this alliance more than a wonderful opportunity to share health messages with the public," says John R. Kelly, PhD, chairman of the board of the American Cancer Society. "We consider it a valuable tool for inspiring the type of behavior changes associated with cancer risk reduction. The Society will provide the latest and most accurate information about cancer to Discovery Health’s producers and will work with them to develop engaging, inspiring and educational programming aimed at the Discovery Health Channel’s intelligent viewer base."

The two organizations took an important first step in collaborative planning when they commissioned a poll to gauge Americans’ knowledge of cancer. Misconceptions revealed by the poll, such as the public’s lack of concern over some of the most deadly cancers, including colon and lung cancer, have provided valuable content information. The most relevant information about cancer knowledge uncovered by the survey were released nationally Jan. 10 and may be categorized as follows:

• Cancer is Americans’ No. 1 health concern
• Americans lack knowledge of Cancer risk factors
• Americans focus on family history and not age when thinking about Cancer
• Americans recognize many important Cancer prevention measures but many do not follow them
• Americans do not know how frequently they should have screenings for Cancer

"To position our new Discovery Health Channel as a leading source of interesting and responsible health-related news, we must rely on undisputed experts in the health disciplines," says John Ford, president of Discovery Health Media, Inc.

"We feel fortunate to have the expertise of the American Cancer Society on our production team. Physicians and scientists from the Society are already sitting down with our producers to plan program content."

This spring, fruits of the partnership will be visible first with on-line cancer resources on Discovery Health Online at discovery.com and health minutes on the channel.

The American Cancer Society is the nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer, through research, education, advocacy and service.

For information about cancer, call toll-free anytime at 1-800-ACS-2345 or visit the American Cancer Society website at www.cancer.org.

Discovery Health Media, Inc. is a major multi-media business designed to help consumers lead healthier, more vigorous lives. Dedicated to being the recognized leader in the growing field of health, medical, nutrition and fitness information on television and the web, Discovery Health Media operates an array of media services, including the flagship Discovery Health Channel, and the Internet's most comprehensive vertical health portals.

After only six months in operation, discoveryhealth.com became a top four commercial informational health site. The TV network is poised to be the destination for engaging health programming and has commitments from distributors to be in over 40 million households within the next four years.

Discovery Health Channel and DiscoveryHealth.com (part of the supervertical "Discovery.com") provide the health and wellness information people need from a brand that people trust.

Discovery Communications Inc. (DCI) formed Health Media, Inc., a privately held, diversified media company headquartered in Bethesda, MD. Powered by the world’s largest original, nonfiction production engine, DCI operates three distinct business units, including: Discovery Networks, U.S.; Discovery Networks, International; and Discovery Enterprises Worldwide.