To kick off the 23rd season of its critically acclaimed "Shark Week", Discovery Channel is exploding out of the water on Sunday with "Ultimate Air Jaws".

The show, shot in stunning high-definition, features great whites propelling themselves out of the water at speeds up to 25 mph, attacking seals and decoys. Discovery went all out to show off the explosive power of these beasts, employing an HD camera that slows down the action to 2,000 frames per second, or 20 to 30 times slower than “typical” slow-motion footage. A submarine and remote-operated helicopter round out the high-tech gadgetry.

Beyond the other specials throughout the week (including one that shows off the power of a shark bite), Discovery is also using the event to spread a message of conservation. PSAs from Oceana, Ocean Conservancy and The Pew Charitable Trusts will air all week, educating viewers about the plight of sharks and encourage grassroots action via an online resource center.

“Sharks deserve widespread attention not only because they are fascinating but also because they are in terrible trouble — each year industrial fishing kills more than 100 million sharks a year,” said Andy Sharpless, CEO of Oceana. “We applaud Discovery Channel’s efforts to make Shark Week’s millions of viewers know about the threats to sharks, and the need for better policies to protect sharks.”

Everything kicks off on Sunday at 9 p.m. EST with "Ultimate Air Jaws". To see the full schedule for Shark Week, jump here.

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