It's summertime, August is approaching, and that means it's time for Discovery Channel's Shark Week. This ratings bonanza for Discovery (over 30 million viewers last year) continues to thrill a large segment of the general public while infuriating many pro-shark activists with program titles like Deadliest Waters or Anatomy of a Shark Bite. There's no doubt that Discovery tries to have it both ways by providing a measure of conservation content (they actually did a rather well-balanced piece on shark conservation for Discovery News - see below) combined with programs that pander to the malevolent killer shark stereotypes. Discovery seems to have found a balance that allows them to have their cake while eating their vegetables too.
During this time period, sales of other shark-related films (like my first documentary, Island of the Great White Shark) enjoy a momentary surge; press reports of shark sightings and human-shark interactions increase in frequency; and shark advocates roll their eyes and wring their hands in frustration.
Case in point would be the following promotion for a Shark Week program picked up by outdoor writer Pete Thomas for GrindTV. South African photographer Chris Fallows has made a career filming sharks and is known for his striking images of great white sharks leaping into the air when ambushing prey. He is part of a Shark Week program titled Great White Invasion - Immediately sounds ominous, doesn't it? Chris is attempting to debunk some of the myths regarding the ferociousness of these apex predators by approaching one with a paddleboard.
The shark is curious, no doubt, but appears to realize that the board and its rider are neither prey (a seal or sea lion) nor something to scavenge, like a dead whale carcass. It's in shallow water so it's not going to attack with a powerful lunge from underneath, as is its usual method, so it swims about somewhere between mild curiosity and disinterest (notice the moment in the video when it simply treads water, looking at the board and its rider - probably thinking, What the heck is this?
The risk to Chris Fallows is that, in fact, some sharks like to bump objects to check them out, particularly if they are wondering if it is an inanimate carcass. I have experienced that before firsthand. While I hung over the side of a Zodiac (a sturdy inflatable raft) filming white sharks, a large 15-foot male approached us and then "bumped" the raft a good foot and a half into the air and, with a flick of his powerful tail, proceeded to smack me across the side of the head. Me and the captain got the message and headed back to the main boat, our adrenaline pumping and my left cheek stinging.
However exciting incidents like that may be or whatever heart-racing programs Discovery's Shark Week may have in store for us, the reality of what sharks themselves are experiencing at the hands of man cannot be overlooked. People may not love them - and the fact is, they don't have to - but they do need to respect them and understand their vital role in maintaining a healthy ocean as critically important predators and scavengers.
And it will be the wisdom of rational voices that ultimately gets the job done. In Australia, Mick Dowers, founder of the Anti-Shark Finning Alliance, makes his case on ABC Brisbane radio's Breakfast with Spencer Howson. What better way to start a cat fight than to then bring on a Chinese Australian to comment - let the fight begin, eh?! But, no. Two rational people with their own points of view discuss the issue calmly and you can begin to hear common ground developing.
Click the 612 ABC Brisbane logo to download audio file (mp3).
That's what it will take: rational people talking about a less than rational practice in an attempt to preserve both, a dwindling species and a fading cultural history.
It's Sunday and so begins Discovery Network's annual week-long programming of shark "documentaries" - Shark Week 2010. This event has been a ratings success (translating into advertising dollars) but exasperated shark advocates have reviled the network's reliance on over-sensationalism and distortion of the facts.
The programming usually consists of one large budget new program, several new smaller budget programs, and then the rest of the programming slate is filled out with selections from the network's vast library of shark programs they have amassed over the past 20+ years. This week's promotional spots for Shark Week seemed sharp-witted and exciting, so let's see what the new program lineup looks like:
Ultimate Air Jaws - leaping South African white sharks seen in super-slow motion. Hmmm, could be interesting.
Into the Shark Bite - Hmmm.
Shark Attack Survival Guide - Hmmm.
Day of the Shark 3 - HmmmMMmmm.
Shark Bite Beach - HmmmMMMmmmhhhmmm.
Shark Bites; Adventures in Shark Week with Craig Ferguson - Hmmm. Well, at least he's funny.
So, is there a counterbalance to Shark Week that helps to put things in some sort of reasonable perspective? Sure, in the form of blogs, shark conservation groups, and videos. Here's just a few, in no particular order or preference (and my apologies to any that I left out):
Shark Conservation Groups: There are so many (perhaps too many, as it leaves the movement highly fragmented), so in no particular order or preference. . .
So, if you or your neighbors wonder out loud this week as to what all the fuss is about with sharks (Are they malevolent monsters out to get us? Or are they hapless victims of ruthless hunters and bad public relations?), check out some of the items listed above. When it comes to sharks, the truth is definitely more interesting than fiction.
Over the next couple of weeks, those of you who watch Discovery will be seeing advertising for the channel's annual Shark Week programming that takes place in the first week of August. For over 20 years this has been one of Discovery's most successful programming events with tens of millions of viewers - from die hard fans to the mildly curious. For some shark advocates, the week's programs and the images they convey of the shark have been a source of disdain. Over-sensationalized programs that focus on shark attacks involving humans perhaps appeal to a dark, lower common denominator interest in sharks but it is one that represents, unfortunately, a wide segment of the Shark Week viewing audience. Discovery knows this very well.
What is in store for Shark Week 2010 is, at this point, anyone's guess - the Discovery Shark Week website is currently still listing last year's show schedule. Whatever it turns out to be, there are alternatives that can provide accurate representations of sharks and the efforts of those scientists dedicated to studying them - educational, enlightening presentations while still entertaining.
So, in a shameless plug, may I suggest Island of the Great White Shark. This award-winning documentary, which I produced in 2008, features the great white sharks of Isla Guadalupe, Baja, where I have been filming these magnificent predators/scavengers for over 6 years. The film paints a more realistic and natural portrait of the feared and often misunderstood white shark, while also documenting the efforts of dedicated researchers who study the sharks' day-to-day behaviors to better understand how best to protect and conserve them. The film also shows shark eco-tourism operators supporting the researchers' efforts while providing divers with a unique experience to see white sharks in the open ocean - something that has been responsible for generating many new shark supporters.
The Island of the Great White Shark DVD is available through Amazon.com and several aquarium gift shops nationwide. If you have purchased the DVD in the past, my thanks. If not, then learn more at the film's website and think about adding it to your DVD collection. Independent documentaries are generally not big money-makers for those involved - they usually are labors of love with participants dedicated to getting their message across. With Island of the Great White Shark, I am always hoping that someone will see these animals that are so critically important to a healthy marine ecosystem in a different light - one that will help to insure their continued survival.
Learn more at the Island of the Great White Shark website. Learn more about the film at Amazon.com.
Well, the screams have subsided and the water is once again calm as Discovery Channel's Shark Week comes to a close. Discovery pulled out all the stops this year with their promotional campaigns, using the Internet in particular to target their key markets.
The emphasis was clearly on shark attacks and the fear factor, probably more so than at any time in the 20+ year history of this programming phenomenon. To many, they clearly went over the top with more over-sensationalism and, in some case, fabrication than has been seen ever. And they will probably have substantial ratings numbers to justify their approach unfortunately.
But there has been some important blowback and not just from the diehard shark advocates that you would expect. No, there has been critical reviews from the New York Times, comedian/commentator Stephen Colbert, and others including Advertising Age (an important one because this can represent advertiser sentiment for next season; and advertising pays the bills).
So in the end, Shark Week 2009 could be a mixed bag: high ratings but some strong criticism that can reflect on the Discovery brand. Will there be a change in strategy next year? I suspect not away from the basic fascination/fear factor that the majority of the general public has regarding sharks. But intelligence, conservation, and well-thought out science can still mix with drama and mystery to produce exciting programming for viewers of all ages.
Shark Week certainly does pique interest; Amazon sales of my documentary, Island of the Great White Shark, rose this week as I am sure did many other shark-related DVDs. On another note, on the 19th of this month, there will be a special screening/discussion of Island of the Great White Shark for the California Legislative Assembly - an interesting follow up to Shark Week. There will be more details/press about this event coming soon.
I will be leaving tomorrow for the Tennessee Aquarium in Chattanooga, TN to be part of their campaign to promote shark education and conservation, piggybacking on the growing hype as Discovery Channel prepares to launch its 22nd year of Shark Week. Many aquariums recognize the popularity of this annual event and try to use it to their advantage, providing special events, screenings, lectures, etc. that will enlighten visitors to the many threats facing sharks today and what it would mean to the health of our oceans if sharks were no more.
For many people who are concerned with shark issues and the public perception of these animals, Shark Week is a very sharp, two-edge sword. On the one hand is Discovery's recognized success with this annual programming to attract a very large number of viewers. Think about it: year after year, far longer than most successful television series', attracting as many as 29 million viewers. In broadcasting, that represents an enormous revenue stream and, therefore, is typically a formula not to be tampered with.
On the other hand - or other edge of the sword, many shark advocates and conservationists object to the programming because it often focuses on shark-human interactions (aka shark attacks) and reinforces misconceptions or preconceived notions of sharks as malevolent man-eating devils. And there is a fair amount of validity to their concerns. Discovery has a Shark Weekweb site with a lot of pro-shark and conservation information in it (working with the Ocean Conservancy), but Discovery recognizes that using the general public's attitude about sharks as dangerous predators is what attracts viewers to the broadcast programming. It's television economics, plain and simple.
Sensationalistic? Over the top? Sure, but so is every movie trailer for a sci-fi film, comedy, or thriller. It's the nature of the entertainment industry and the Discovery Channel is no different. Yes, they have a quasi-science, quasi-nature, quasi-educational mandate, but they are also a for-profit company. So, until the ratings drop or the advertisers balk at the ad rates, don't expect Shark Week to change any time soon.
So what are the shark advocates to do? Well, they must carry on with their message. And it must be a message based on truth and facts: that sharks are predators - not puppy dogs - and that as predators, they play an absolutely critical role in maintaining the health of our oceans. Can we be at risk? From certain species in certain situations, sure. There is no getting around that and to portray those apex predator species as anything other than what nature evolved them to be, is actually doing them a disservice.
I have said in the past, shark conservation is a tough sell. I don't think we can take the average person's near primal fear of sharks and turn it into unabashed love (that seems reserved to the small band of avid shark advocates). No, our goal must be respect and with that an appreciation of the importance of these animals. You can't have the cute bunny without the coyote, the fawn without the wolf, the antelope without the lion - and you can't have the pretty reef fish or playful seal without the shark.
So this week in Tennessee I will be speaking to a group of Aquarium Day-Campers as to why they, as land-locked Tennesseans, should care about sharks. I will present my documentary to the Aquarium staff and docents to remind them as to the majestic beauty of white sharks and give them a taste of the ongoing research taking place to better understand these animals. And I will be giving presentations and conducting Q&As with the Aquarium visitors so that they can better understand the shark's role in the marine ecosystem. And, ironically, it will be Shark Week's sensationalism that will stimulate their curiosity to ask questions and learn more about the sharks that they fear.
We just have to make sure that we are there to give them the truth.
This week there will be a lot of attention in the television media placed on Discovery Channel's Shark Week - an annual event that brings in some 30 million viewers. A lot of attention is placed on shark-human interactions (aka: shark attacks) which, for good or for bad, has a lot of audience appeal.
So, let me throw out a piece of "alternative programming" in the form of a shameless plug: Island of the Great White Shark. This documentary, which RTSea filmed and produced and was released at the end of 2007, is the first comprehensive look at the great white sharks of Isla Guadalupe, Baja. It delivers an accurate portrayal of these powerful but cautious predators and also details the working relationship between shark eco-tourism operators and dedicated shark researchers.
The film also presents the important issues of conservation - not only at Isla Guadalupe where the shark diving boats act as watchguards over the white sharks that migrate there in the fall months, but the need for conservation of all sharks worldwide.
I find myself coming back to Isla Guadalupe on assignment year after year and I am honored to have additional white shark footage on Google Earth (zoom in on the northeast side of the island). Although sharks are not the only film subject I have worked with, they do seem to hold a special interest with viewers and conservationists as well.
So, for those who would like some facts mixed in with their sensational shark coffee this week, check out Island of the Great White Shark.
One of the nice things about attending film industry conferences is the opportunity to have frank conversations with key individuals. At the recent BLUE Ocean Film Festival, I had the opportunity to spend time chewing the fat with Paul Gasek, EVP and Chief Science Editor for Discovery Channel Communications within both quasi-business and casual surroundings. Over the next few weeks, as Discovery Channel's Shark Week approaches (scheduled for early August), I'm sure I'll put up several posts about it.
In the meantime, check out David Schiffman's blog: Why Sharks Matter/Southern Fried Science. He saw my posts about the BLUE Ocean Film Festival and chose to attend. David introduced himself to me at the shark conservation discussion panel I moderated/participated in and he was introducing himself to many of the ocean conservation dignitaries (frankly, the young man seemed to be in hog heaven).
David spoke with Paul Gasek and arranged to have an online interview. You can submit questions for Paul regarding shark programming and David will edit it down to ten. Should be interesting.
You can view David's blog post requesting questions here.
So here is a follow up posting regarding Discovery's Shark Week and attitudes towards sharks in general. In today's Los Angeles Times there is an editorial from write Joe Queenan titled "I Hate Sharks" - can't get more direct than that.
Joe's position is that, even though he realizes the political correctness in recognizing the endangered status of sharks, he still can't get over the impact they have on him as the voracious man-eaters portrayed for centuries. In all fairness, much of his position is satirical. He humorously goes through a laundry list of potential substitutes to dread - from vultures to hyenas to anacondas, and more.
"I only hope that if a shark ever does eat me, he does so because he detects that I am a shark-loathing reactionary and deserve to die. I'd hate to get eaten just because some shark mistook me for a seal."
It's a humorous read but it does touch on some real points: for many there is a deep-seated, almost primal fear of ocean predators (undersea and therefore unseen). And it is those fundamental feelings that much of today's shark programming taps into, despite whatever mantle of pseudo-science it might wrap itself in. Are you there to see the car races - or the car crashes? You decide.
Being nice to a tiger shark... (Photo: Felix Leander / 2008)
Reactions to this year's Shark Week on Discovery Channel cover the spectrum - from love it to hate it. Here is a posting written by Felix Leander of OceanicDreams who is a dedicated free-diver with sharks. It is representative of the position that many conservationists take regarding Shark Week.
"I recorded all the Discovery Shark week episodes this week, and unfortunately I found myself fast forwarding through most of them. How absurd was Myth Busters and Surviving Sharks. It is really unfortunate - watching the show almost had a reverse effect on me; I began to doubt if I should dive with Tigers again...that is just crazy talk! Of course I will, actually this coming November.
On the flip side, a friend of mine also watched the show and has become very interested in sharks; he actually came diving with me in the hopes of seeing one - each to their own I guess.
Around the same time that Shark Week aired, Richard Theiss sent me a copy of his film Island of the Great White Shark - and how refreshing it was to watch. It reminded me of what Shark Week used to be - informative, scientific, and not in the least bit sensational. While Richard directed, wrote, produced, and edited the film - he did not narrate it or appear in front of the camera...unlike a recent docuMEntary... :-)
So Discovery Channel - go back to the roots, take a look at Richard's film and some of your old tapes, and make a comeback in 2009." As I said in an earlier 7/25 posting, I always have high hopes for this annual homage to shark programming. But as long as Discovery's advertisers are content with the record number of viewers (29+ million this year), the formula will most likely remain the same.
And thank you, Felix, for your kind comments regarding my film!
Next week will herald another edition of Discovery Channel's annual Shark Week - a week of shark-related programming that has come to be viewed by many conservationists as a two-edged sword.
On the one hand, Shark Week does a tremendous service by focusing attention on sharks with this concentrated week of programming. It draws in a wide swath of viewers from die-hard shark fanatics to the mildly curious. It's a great opportunity to reach people to inform and enlighten about the important role sharks play in a balanced marine ecosystem and to alert people to the many dangers these animals are facing worldwide.
But on the other hand, to attract the widest possible viewing audience often requires promoting and reinforcing the misconceptions and false stereotype images that people have about sharks. Conservation issues have often been included almost as an afterthought and were outweighed by the more sensational content - kind of a one step forward, two steps back approach as far as many conservationists are concerned.
As a filmmaker, I can appreciate the economics of this dilemma and I can only hope that Discovery will take advantage of its brand to make a difference in people's perception about sharks and what needs to be done to protect them. It can still be done profitably but the need is imperative. Otherwise, someday they will need to move Shark Week to the History Channel.
Each year, I always have high hopes but if the programming shifts to "blood-thirsty, deadly shark attacks", take that as a cue for a bathroom or refrigerator break.
On 07/19/07,RTSeawrote: Here is a link, posted by Jason Heller, CEO of DivePhotoGuide.com, which presents an open letter to the executive heads of Discovery Communications:
The letter is signed by many leading shark researchers and conservationists and takes exception to the image of sharks promoted by the Discovery Channel through its annual Shark Week programming.
As a filmmaker, I understand the issues that broadcasters face in developing programming that has audience appeal and would attract advertisers. But perhaps this letter represents the tip of a slowly growing iceberg of changing opinion. With a growing public interest and awareness in environmental issues, perhaps Discovery could take a leadership position by harking back to many of its founding scientific and educational values and, in so doing, still find "gold in going green." Food for thought.
It's summertime, August is approaching, and that means it's time for Discovery Channel's Shark Week. This ratings bonanza for Discovery (over 30 million viewers last year) continues to thrill a large segment of the general public while infuriating many pro-shark activists with program titles like Deadliest Waters or Anatomy of a Shark Bite. There's no doubt that Discovery tries to have it both ways by providing a measure of conservation content (they actually did a rather well-balanced piece on shark conservation for Discovery News - see below) combined with programs that pander to the malevolent killer shark stereotypes. Discovery seems to have found a balance that allows them to have their cake while eating their vegetables too.
particularly if they are wondering if it is an inanimate carcass. I have experienced that before firsthand. While I hung over the side of a Zodiac (a sturdy inflatable raft) filming white sharks, a large 15-foot male approached us and then "bumped" the raft a good foot and a half into the air and, with a flick of his powerful tail, proceeded to smack me across the side of the head. Me and the captain got the message and headed back to the main boat, our adrenaline pumping and my left cheek stinging.
Click the 612 ABC Brisbane logo to download audio file (mp3).
