Shark Week is an annual, week-long TV programming block created by Tom Golden at the Discovery Channel, which features shark-based programming. Shark Week originally premiered on July 17, 1988. Featured annually, in July and/or early August, it was originally devoted to conservation efforts and correcting misconceptions about sharks. Over time, it grew in popularity and became a hit on the Discovery Channel. Since 2010, it has been the longest-running cable television programming event in history.