Discovery Channel president Rich Ross had only been on the job 72 hours when he appeared at TCA winter press tour this week, but he already had plenty of ideas about how to stem the network’s eroding ratings. As I wrote at Adweek,

The key, he said, will to be “authentic.”

“It’s really important that we look into this incredible brand and all the programming that we make and make sure that’s what we stand for,” he told journalists at the Television Critics Association winter press tour. “And it’s a filter in which we’re looking at everything we have on the air and everything we’re talking about moving forward.”

That means no more silly stunts like December’s Eaten Alive special. As Ross promised, “I don’t believe you’ll be seeing a person eaten by a snake during my time.”

Discovery’s New President Promises to Ditch Silly Stunts Like ‘Eaten Alive’