Discovery Buys HowStuffWorks

It’s a TV channel swallows web site tale to strengthen its digital presence – and launch a new show.

Discovery Communications, the parent of the Discovery TV channel, has bought howstuffworks.com, the web site that explains, well, how stuff works.

Although no figures were quoted, the Wall Street Journal claimed the deal was worth $250 million.

The howstuffworks site, based in Atlanta, debuted in 1998 and has won a number of awards, including Time magazine’s “25 Websites We Can’t Live Without” in 2006. It has 11 million unique visitors a month.

In many ways, it’s a good fit for a non-fiction TV channel, and the plan is for the site to continue, adding clips from the Discovery Channel to create a kind of “video Wikipedia.”

“One of my early challenges at Discovery was determining how best to build a robust digital media portfolio. With HowStuffWorks, Discovery now has a solid platform for strengthening our digital businesses, leveraging our video assets to create new experiences for users, advertisers and our distribution partners, and taking those opportunities around the globe,” said David Zaslav, President and CEO of Discovery Communications.

Discovery is also prepping a new program called – amazingly – How Stuff Works – as part of a raft of new shows that will begin airing next summer.