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Discovery charts its growth strategy in India

The network will launch 100 premiere series in the last quarter of 2014 across its 11 differentiated channels in six unique genres

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Discovery charts its growth strategy in India

Discovery charts its growth strategy in India

The network will launch 100 premiere series in the last quarter of 2014 across its 11 differentiated channels in six unique genres

BestMediaInfo Bureau | Delhi | September 1, 2014

DNAP-Portfolio

Discovery Networks, that recently expanded its bouquet to 11 differentiated channels in six unique genres in India, has charted its growth strategy with a commitment to satisfy the curiosity and aspirations of 240 million viewers. Discovery's increased focus on the fastest growing Indian market which alone delivers 40 per cent of viewership of all Asia Pacific countries, is testimony to the fact that India is one of the most important markets for the network.

Discovery's current portfolio in India includes: Discovery Channel, Animal Planet, ID , TLC, Discovery Kids, Discovery Science, Discovery Tamil, Discovery Turbo, Discovery HD World, TLC HD World and Animal Planet HD World. The network also has Discovery Channel Magazine.

Rahul Johri Rahul Johri

In a round table with the media held on Friday in New Delhi, Rahul Johri, Executive VP and General Manager – South Asia and Head of Revenue, Pan-Regional Ad Sales and Southeast Asia, Discovery Networks Asia-Pacific, outlined the network's expansion drive and presented the upcoming India productions. A pioneer in multiple genres such as factual, lifestyle, kids, high-definition, regional and Hindi entertainment; the company announced that it would launch more than 100 high-quality, multi-genre series catering to the interests, passions and demands of children, youth, women, men and families.

Johri underlined that the content remains unique for its each channel with no simulcast. “Discovery is the world's largest content creator. We spend $1.5 billion on content every year which gives the power of content to its 196 channels spread across the world.”

Discussing the strategy, Johri said, “We have tripled our network in India in the last five years. Today we operate in six unique genres through our robust portfolio of 11 networks reaching a cumulative 240 million homes in five languages. We will continue to strengthen our leadership and make investments in content, communication and availability across all our networks and deliver an unmatched experience to millions of viewers across urban and rural India.”

Discovery Network's flagship channel, Discovery Channel, alone has 50 million weekly reach with its four-language feed. Johri claimed that Discovery Channel along with four other channels from the network is the “most distributed and well placed channel in India”. He added, “Our latest dedicated language offering - Discovery Tamil – reaches more than 10 million viewers. The channel has over 200 local and national advertisers.”

Talking about the other brands, Johri said, “Animal Planet is 17 per cent ahead of History TV18, and Discovery Science has shown tremendous growth after launching its Hindi feed. Our lifestyle channel – TLC – has the highest number of advertisers with a huge growth potential. We will continue to invest on local content for TLC.”

Discover Kids is another focus area for Discovery Network with many locally produced new shows are lined up in the next quarter. “This year Discovery Kids has registered 127 per cent growth in viewership and the channel now reaches to 27 mn homes. Some of the upcoming big launches on the channels are Kisna, Mister Maker, Transformers Energon, Blockbuster Movies - Khumba And Stan Lee's Mighty 7,” informed Johri.

Discovery Network also showcased the thrilling and captivating content of its new and refreshing Hindi entertainment channel, ID - Investigation Discovery. Offering compelling true stories of investigation, crime and suspense, ID provides fascinating accounts of human nature through alluring series, in-depth specials and thought-provoking one-offs. “The pay channel has been launched in Hindi to capture larger audiences to start with and would be available in English soon. The channel is already available on major networks and soon be available on all DTH and cable platforms across the country,” said Johri.

100 new series across its 11 networks in last quarter of 2014

This will capture a wide-spectrum of categories ranging from adventure, survival, cuisine, travel, space, gadgets, natural history, fashion, pets, auto, engineering and reality amongst others. Some of the upcoming titles include:

  • Discovery Channel: Gold Rush, Game Of Stones, You Have Been Warned, Marooned & Bear Grylls Extreme Survival Caught On Camera
  • TLC: Cake Boss, Celebrity Style Story, Here Comes Honey Boo Boo, Hell's Kitchen
  • Animal Planet: River Monsters, Life Stories & Deadly Pole To Pole
  • Discovery Kids: Kisna, Mister Maker, Transformers Energon, Blockbuster Movies - Khumba And Stan Lee's Mighty 7
  • ID: Escaped, Mobster Confessions, Extreme Forensics & Solved
  • Discovery Science: Through The Wormhole With Morgan Freeman, Superhuman Science & How It's Made
  • Discovery Turbo: Air Crash Confidential, The Fighters & Wheeler Dealers: Trading Up
  • Discovery HD World: Treehouse Masters & Mighty Ships
  • Animal Planet HD World: Tanked, World's Cutest & Dogs 101
  • TLC HD World: Project Runway, Anthony Bourdain No Reservations & 1000 Places To See Before You Die

India Productions: Discovery has upped the Indian content on its channels producing over 100 hours of programming in the last two years. The company presented its three new path-breaking India productions that will soon be launched on Discovery Channel. Gujarat's Rann of Kutch will come alive in one of a kind programme, Revealed: Rann of Kutch, that will showcase the region's geology, history, culture, people and wildlife. A first ever, start-to-finish account of the staggering logistical feat of putting together the world's largest election will be presented in Revealed: World's Biggest Election.  Lesser known facets of India's vibrant cultural practices, fascinating living traditions, unique art forms and amazing natural phenomena will be captured in India Living Traditions. Discovery Kids along with leading filmmaker Ketan Mehta will present its first animation based India series Kisna in October.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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