Financial Daily from THE HINDU group of publications
Saturday, Jul 16, 2005
Financial Daily from THE HINDU group of publications Saturday, Jul 16, 2005 |
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Marketing
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Strategy Variety - Entertainment & Leisure Discovery Channel's bid to reach more homes K.V. Kurmanath
Hyderabad , July 15 DISCOVERY Communications is planning to launch next month a special mystery programme titled After Dark Band in India. The one-hour programme, to be aired on Discovery channel through Monday to Friday at 10 p.m., would be a series that includes Guilty or Innocent? and Impossible Heists. A senior Discovery spokesman told Business Line here on Friday that all these programmes were not fiction. Most interesting would be re-enactment of impossible heists that stunned the world. It would also revisit crimes committed years ago but left a trial of doubt over the outcome. The official said Discovery's Travel and Living Channel, launched eight months ago, had attracted a record 22-million households, overtaking some top channels. "Its success shows the fact that the people actually have been longing for such a channel," the official said. Discovery had launched the channel in India before expanding it to other parts of the globe. "We target upscale, upmarket viewers," he said, pointing out that those who aspired to graduate into that bracket too watched the channel. The niche focus soon attracted consumer brands such as Nokia and Samsung. "This is because they could reach a well-defined, target viewers through this channel," he said. The content covered a variety of issues related to travel, lifestyle and latest gizmos. "The Indian consumer has arrived," he said. Recognising the widespread acceptance of the channel, the company had decided to commission, for the first time, development of content locally. "This should happen by the year-end," he said. While Discovery Channel was watched by 30-32 million households, Animal Planet attracted 16-18 million. A Discovery team was in the city to showcase the upcoming The science of Lance Armstrong on Discovery Channel on July 24. The programme would capture the popular cyclist's grit and determination in winning titles and defeating a life-threatening cancer.
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