• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest
• The New Manager

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources

Group Sites

• The Hindu
• Business Line
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Ajita Shashidhar

Mumbai , April 6

Discovery Travel and Living, the international lifestyle channel from the Discovery stable, claims to have overtaken English entertainment channels such as Star World and Zee Café in terms of viewership.

Mr Rajiv Bakshi, Associate Director (Marketing and Communications), Discovery Network, says that the channel, as per reports of TAM Media Research, has been consistently ahead in terms of viewership over the past few months.

"While our primetime shows get a viewership of 14,000, compared with a 12,000 of Star World, we have also overtaken these channels in terms of viewership in afternoons during weekdays as well as during the 7 pm slot.

Our show, Globe Trekker, rates higher than long running properties such as Friends (Star World) and Caroline in the City (Zee Café) on the other channels."

New initiatives pay

"Indian viewers are definitely looking for alternatives to sitcoms and this trend has propelled our growth," he adds.

Mr Bakshi attributes the increase in viewership to its programming strategy and initiatives such as Theme-Week which it launched early this year, wherein it dealt with various themes such as food, beach and romance, each week during prime time.

"This helped viewers to navigate the channel better and comprehend our programming style."

The channel already has a fresh line up of new themes for the coming months, which includes a week-long series on London, American casinos and France.

Mr Bakshi also said that the coming months would see a couple of shows which would focus on India.

"We have no intentions to Indianise the channel. Our core proposition would be international, but we would try to get India highlighted more on the channel."

On the other hand, the company is launching a new series on Discovery to coincide with World Cup Football, titled More Than A Game.

It is supposed to be a six-episode programme on football crazy nations such as Brazil, Argentina, Germany, England, France and Italy.

More Stories on : Radio/TV | Marketing Research | Entertainment & Leisure

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Suzlon, subsidiaries under I-T survey

Copyright © 2006, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line