– HIGHWAY fans are socially engaged, generating more than 950 Tweets and 300 Facebook “likes” for last night’s special alone –
– December 25th Marathon includes eight-part series, companion special,
plus NEW unseen bonus episode –
Jamie Davis will return to the Coqilhalla – and Discovery – with another season of highway horrors.
The announcement will come as no surprise to the dedicated fans of the series. This season, viewers have climbed into the cabs alongside Jamie Davis and his heavy rescue crew in British Columbia’s Cascade Mountains. Riding along, they have experienced the steep hills, lethal drop-offs, killer rockslides, and brutal weather that characterizes the mountain passes east of Vancouver, known as the Highway Thru Hell. These are some of the most economically important, most travelled – and most inhospitable – trucking routes in North America. Plagued by winter storms, truckers spin out and smash up, and during the worst, the big wrecks can come as often as every 12 hours. In a place where closure is not an option, the call goes out for heavy rescue, and the big trucks must roll. And with another winter season just around the corner, there is no shortage of new stories – both harrowing and heroic – on the Coquilhalla Highway.
A monster hit with critics and viewers alike – HIGHWAY THRU HELL performed extremely well during its inaugural season. The September 4 premiere episode drew 661,000 viewers 2+, making it the highest-rated series premiere in Discovery’s history. Even during the competitive fall TV season, the series maintained momentum and averaged more than 611,000 viewers 2+ every Tuesday night throughout the eight-week run. Still clamoring for more stories from the Coq, preliminary audience numbers for last night’s HIGHWAY THRU HELL: AFTER THE CRASH special reveals that it was the #1 specialty program for Adults 25-54.
HIGHWAY THRU HELL was a hit on social media early on, generating conversation throughout the season on both Twitter and Facebook. On Twitter, @DiscoveryCanada and @HWYThruHell chatted with fans about the series, contributing to the more than 1,700 tweets using the hashtag #HwyThruHell. On-air snipes directing users to join the conversation during last night’s AFTER THE CRASH special generated more than 950 Twitter posts about the series, plus close to 300 “likes” and comments on Discovery’s Facebook page in a single evening. This type of activity is unprecedented for a Discovery Canada series, and signals growth in the network’s co-viewing audience.
It’s not too late for viewers to get caught up on HIGHWAY THRU HELL. Discovery announced today plans for a 10-hour marathon, airing Tues., Dec. 25 beginning at 2 p.m. ET/11 a.m. PT. The marathon includes the full eight-part series, the AFTER THE CRASH special, plus a bonus never-seen-before new episode (at 8 p.m. ET/5 p.m. PT).
The world is just awesome! With compelling real-life programming that inspires and entertains, Discovery reveals the world in all its wonder, diversity and amazement. Discovery offers a signature mix of adrenaline-charged stories, larger-than-life personalities and vivid imagery for viewers with curious minds. With the best non-fiction programming from Canada and around the world, Discovery captures the excitement of a passion for life – one lived fully and at its most extreme. With exceptional and immersive storytelling, the channel offers in-depth, behind-the-scenes glimpses at the extraordinary people and places that shape our world. Launched in Canada in 1995, Discovery is now available in more than eight million Canadian homes. Discovery is offered in standard definition (SD) and high definition (HD) simulcast – for viewers who want an even bigger and bolder experience. Discovery Canada is a joint venture between Bell Media, which is owned by BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company, and Discovery Communications Inc. Find more information and interactive online features at discoverychannel.ca.
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