DISCOVERY CHANNEL CELEBRATES 25TH ANNIVERSARY OF "SHARK WEEK" WITH LINE-UP SO IMMERSIVE, IF YOU WERE ANY CLOSER YOU'D BE BAIT

- SHARK WEEK's Silver Anniversary Kicks Off Sunday, August 12th at 9PM E/P -

(Silver Spring, Md.) - July 17, 1988: Mike Tyson was on the cover of Life magazine, "Hold On to the Nights" by Richard Marx topped the charts, "Coming to America" was #1 at the box office for the third straight week and SHARK WEEK was born! Cable's longest running programming event and everyone's favorite summertime ritual celebrates 25 years on August 12th (beginning at 9PM E/P) with eight all-new shark-filled specials that get you so close to the action, if you were any closer you'd be bait!

Picking up where 2011's Emmy(R)-nominated Ultimate Air Jaws left off, shark expert Chris Fallows and legendary natural history producer Jeff Kurr embark on a quest to learn more about the great white sharks of Seal Island, South Africa - and one shark in particular, Colossus, in Air Jaws Apocalypse. Kurr and his team push the envelope even further with new hair-raising encounters... even if it means risking their lives for the ultimate close-up with the now-legendary 14-foot great white.

They've lost limbs and nearly their lives - but they haven't lost faith in the ocean's apex predator. In Shark Fight, relive the harrowing moments when all went wrong and sharks mistook humans for prey. And learn why these victims turned what could have been tragedy into a tool for triumph, making it their mission to protect the lives of the very animals that almost took theirs.

In a groundbreaking partnership with Discovery Channel, a Stanford University research team, led by Dr. Barbara Block, sets out to tag the great whites of the Farallons off the coast of California in Great White Highway. They attempt to track where the ocean's apex predators are migrating in the Pacific, where they are meeting and possibly mating, and maybe where they go to give birth - something that continues to elude scientists.

Also new this year: witness the resurrection of the largest shark ever to swim in our oceans and test out its chomping capabilities with MythBusters' Kari, Grant and Tory in Sharkzilla; relive some of the scariest, funniest and most memorable moments of the past 24 years in Shark Week's 25 Best Bites; learn the true impact one of the most legendary movies had on both audiences and the filmmakers in How Jaws Changed the World; watch the inspiring true story of two war heroes whosurvived shark-infested waters in Adrift: 47 Days with Sharks; and mark SHARK WEEK's anniversary with none other than Adam Savage and Jamie Hyneman as they count down their top 25 shark myths of all time and reveal the #1 myththat will literally blow people away in MythBusters' Jawsome Shark Special.

For more information on all things sharks, fans can head over to SharkWeek.com, the destination for deep-dive content - from enlightening infographics to jawsome videos and games. In addition, Discovery Channel will return with a simultaneous viewing experience that offers users of the free Discovery Channel HD App for iPad an engaging digital companion to the primetime SHARK WEEK line-up with audio-synched behind-the-scenes factoids, photos, quizzes and social conversation.

Last year, SHARK WEEK made a splash on social media, claiming the top spot on Trendrr and had more than 750,000 enthusiastic Tweets from celebrities and fans across the country. Since true fin-atics know that SHARK WEEK should be celebrated year-round, they have been schooling on the official SHARK WEEK Facebook page and at @SharkWeek on Twitter, in addition to making SHARK WEEK's Social Cam one of the top 25 brands and personalities as measured by Socialcam. With more social surprises to come, viewers have been put on high alert.

Fans can order must-have SHARK WEEK gear at DiscoveryStore.com and, beginning July 3rd, find Discovery's The Big Book of Sharks both online and in bookstores nationwide. The book features spectacular photos, intense stories and fascinating information about thesemysterious and sometimes deadly creatures.

Once again this year, Discovery Channel will educate the public about the plight of sharks around the worldthrough public service announcements. The PSAs will air each night during primetime, informing viewers about threats currently facing plummeting shark populations.

Discovery Channel is also proud to once again partner this year with Oceana, the world's largest international conservation organization focused solely on protecting and restoring the world's oceans, and The Pew Charitable Trusts (see "25 Years of Shark Advances" in this year's media kit). Each year, commercial fishing kills up to 70 million sharks worldwide, including tens of millions just for their fins. Some populations of sharks - including tiger, bull, scalloped hammerhead and smooth hammerhead - have declined by 97 percent or more. As the oceans' top predators, sharks play vital roles in marine ecosystems.

In the last 24 years of SHARK WEEK, Discovery Channel has aired 143 programs, from Caged in Fear (1988) to Jaws Comes Home (2011), which ranks in the top 10 most-watched SHARK WEEK shows of all time. In 1994, legendary "Jaws" author Peter Benchley served as the first-ever host for the week (20 years after the release of the best-selling novel), introducing each program from the same locations where the movie "Jaws" was filmed. SHARK WEEK went live in 1999 with a two-hour special from the Pacific's Bikini Atoll titled Live from a Shark Cage. In 2000, the first-ever 3-D shark program premiered, appropriately titled Sharks 3-D. And in 2011, the network enlisted its first-ever Chief Shark Officer (CSO), tapping comedian Andy Samberg for the highly coveted job.

Tune in to the Discovery Channel this summer to celebrate 25 years of the ocean's apex predator taking over the network - and don't say we didn't warn you!