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Discover Wisconsin celebrates 500th episode
Host Marie Justice gets a hands-on experience at UW-Plattevilles Pioneer Farm. The shows 500th episode Platteville Where Roots Run Deep will air May 19. (Photo supplied)
MADISON - Discover Wisconsin, the state's leading media brand and nation's longest-running tourism TV show, will air its 500th episode May 19 with the premiere of "Platteville - Where Roots Run Deep."

Currently in its 31st season of production, Discover Wisconsin was launched in 1987 by Dick Rose with one episode airing in the Wausau market. Today, the program airs every weekend in eight states across the Midwest, reaching more than 11.5 million homes.

The show is produced by Discover Mediaworks, a Madison-based marketing communications company, owned by St. Germain natives Mark and Lisa Rose.

Discover Wisconsin draws in an audience of 600,000 TV viewers throughout the Midwest on a combination of network, cable and satellite stations. The show also streams online at and has amassed more than 300,000 social media followers.

Over the course of 500 episodes, the Discover Wisconsin crew has introduced its audiences to some of the most compelling, adventurous and unique destinations that Wisconsin has to offer, and the show's success has been recognized nationwide with numerous Gold ADDY, Telly and Emmy Awards.

Discover Wisconsin is hosted by a team of on-camera talent including Mariah Haberman, Eric Paulsen, Marie Justice, Collin Geraghty and Jake Zimmermann. A team of 35 employees contribute to the show's success, including producers, editors, marketing specialists and more.

In this milestone episode, the crew heads to Platteville, the heart of the state's agriculture industry, to discover its tourism draws and agricultural history. The first segment of this episode highlights the Rollo Jamison Museums, the local farmers' market and the Kieler and Digman family farms. The episode goes on to feature Potosi Brewing Company, the National Brewery Museum, Spurgeon Vineyards & Winery, Sinnipee Valley Vineyard & Winery and Rural Route 1 Popcorn.

The crew checks out UW-Platteville and Pioneer Farm and learns about student opportunities on campus. The show wraps up with the city's parks and trails, fishing and recreational opportunities and the annual Fall Harvest Table Dinner.

The episode, which will reach Discover Wisconsin's broadcast network of 600,000 viewers across the upper Great Lakes region, including Wisconsin, Minnesota, Iowa, Northern Illinois, and Upper Michigan, was produced by Jessica Murphy. To learn more, visit