Cable-industry veteran Peter Liguori was brought in as chief operating officer of Discovery Communications, in part, to help the company more clearly define its network brands, both for viewers and advertisers, according to Discovery Communications Chief Executive Officer David Zaslav. "Peter is a great marketer ... and he'll work with us as a team to figure out what our brands are," Zaslav said. "You should know what a Discovery show is; if it isn't on brand, it hurts your CPM. We really need to figure out who we are."

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