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Latha Venkatraman

Mumbai , July 22

DISCOVERY Travel and Living has ensconced itself among urban upscale television viewers in the country.

The channel, which was launched in India in October 2004, has been able to catch the attention of urban viewers primarily because of its content.

A varied programming mix that ranges from exotic holidays to fashion, cuisine, lifestyle, homes, shopping, and adventure has been able to bring in a specific section of audience on to the channel, according to a Discovery Communications India official.

"The channel gives a particular promise to this urban audience," he added.

While the weekday line up of programming is strong, the channel has decided to focus on the Sunday evening time band to cater to an audience that gets back home at the end of the weekend.

It has spruced up the 8-11 pm slot with three shows - Things I hate about you, a reality show in which couples film one another's irritating behaviour and habits; Faking It, a show on people who take on a skill and tries to master it; and American Chopper, a show featuring a father and son involved in building motorcycles.

American Chopper is one of the highest rated shows on Discovery Travel and Living featuring the Teutuls, the father-and-son team who work together to build theme bikes.

The show is currently on the Teutuls constructing a Lance Armstrong bike titled Livestrong to coincide with the racer's finale in the Tour de France.

The success of the show has also inspired a book titled American Chopper: The Fine Art of Custom Motorcycle, published by Discovery Channel.

With a reach of 22 million cable and satellite homes, the channel has been able to bring aboard a range of advertisers such as LG, General Motors, De Beers, and many other lifestyle brands. Viewership in the south has been particularly strong, said the official.

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