Shark Week: The Super Bowl of the Discovery Channel

It's been 25 years since a genius Discovery Channel executive came up with the concept of "Shark Week," and the annual event shows no signs of slowing down, thanks, in part, to new technology that allows for new programming every year. Explains Brooke Runnette, director of production and development at Discovery Channel, "New, more advanced cameras allow viewers to see sharks doing things the naked eye could never see before."

Read more about the genesis of the phenomenon here on Advertising Age.