About Us
Discover Wisconsin is a travel series television program, which encourages tourism in the great State of Wisconsin. It features destinations, events, and attractions throughout America’s Dairyland. The program is the longest-running tourism series in the United States and has won 3 EMMY® awards, has over 20 EMMY® nominations, and has won 20 National Telly Awards.
Our Start
Created by Dick Rose in 1986 and premiering its first episode in 1987, the show has expanded over the years and has been on the forefront of adapting to new technology and viewership platforms (see the timeline for more details). Discover Wisconsin reaches millions of viewers through a combination of network, cable, and satellite stations, and through its digital presence across various platforms including the DW+ App, Facebook, Instagram, YouTube, and more.
DW Now
Discover Wisconsin has launched and encompasses multiple sister-brands including The Cabin Podcast, The Bobber Blog, The Bobber Podcast, Uniquely Wisconsin, and our shop.
Timeline of Discover Wisconsin
Northwoods fishing guide Dick Rose, Wisconsin Dells businessman Chuck Thompson, and future governor of Wisconsin Tommy Thompson were fishing in the World Musky Hunt in the Minocqua area. Dick shared his vision of creating a television program, promoting destinations, events, and attractions in the great State of Wisconsin.
Under the leadership of Governor Tommy Thompson, Dick Rose’s dream becomes a reality. This new program is named by Lolly Rose, Dick’s wife, and becomes Discover Wisconsin. The first episode of Discover Wisconsin is filmed in Vilas County, as we plant our roots in St. Germain.
Pilot episode of Discover Wisconsin premieres with Dick Rose and Carol Crowe as hosts.
Susan Shannon becomes Dick Rose’s co-host.
Discover Wisconsin Radio launches with Peter Dake as host.
Stephanie Klett, former Miss Wisconsin, begins co-hosting alongside Dick Rose.
Dick Rose’s last episode, featuring the Apostle Islands, premieres before his passing on August 14, 1994. Second generation of the Rose Family takes the helm.
Rick Rose, Dick Rose’s son, becomes co-host of Discover Wisconsin, along with Stephanie Klett.
First edition of Discover Wisconsin Magazine is unveiled. DW achieves goal of promoting Wisconsin to the world by launching discoverwisconsin.com.
Discover Wisconsin Productions parent company is renamed Discover Mediaworks, under new ownership by Dick and Lolly’s second generation, Mark and Lisa Rose.
Discover Mediaworks relocates its production facility from Milwaukee to Madison.
Emmy Fink replaces Stephanie Klett as host, as Governor Walker appoints Stephanie Klett Secretary of Tourism for the entire state of Wisconsin.
Discover Wisconsin wins a Chicago/Midwest EMMY® Award.
Mariah Haberman becomes co-host, alongside Eric Paulsen.
Discover Wisconsin merchandise is unveiled. Discover Wisconsin hits 100k followers on Facebook.
The show enters the world of online streaming with its debut on ROKU®. Discover Wisconsin crew films in Pepin County, hitting the milestone of filming in all 72 counties of Wisconsin.
Discover Wisconsin premieres its 500th episode, featuring Platteville.
DW expands its presence on streaming services with addition of DW+ App, Apple TV® , Android™ TV, SmartTV, Amazon© Fire TV, Google Chromecast™, and YouTube.
The Cabin Podcast launches. Discover Wisconsin hits 100k followers on Instagram.
Discover Wisconsin premieres/launches its first digital short and digital mini, with this exclusive content only being available on our digital platforms.
Uniquely Wisconsin launches, a brainchild of Josh Schoemann, who was instrumental in creating the brand alongside the Wisconsin Counties Association and Discover Mediaworks. Schoemann’s vision of telling the amazing stories of the people and sharing the culture of Wisconsin comes to life.
Discover Wisconsin launches the audio blog, The Bobber Podcast, featuring the voice of Dick Rose’s granddaughter, Hailey Rose. Uniquely Wisconsin wins first EMMY® award.