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Our Bureau

Chennai May 1 The demand for alternative entertainment among Indian TV audiences is on the rise.

The TAM all-India viewership data for the first quarter of 2007 shows that Discovery Channel has outdone all English language channels across genres such as films, music and news.

According to the data, with 14 per cent market share, Discovery Channel garnered higher viewership than English movies, news, entertainment and music channels.

"The channel's performance in the past few quarters reflects the growing demand from viewers for an alternative to movies and news," said Mr Rajiv Bakshi, Associate Director, Marketing and Communications, Discovery Networks India.

Discovery Channel ended the first quarter of 2007 with 38 per cent market share when ranked against English news channels.

Even when the audience profile for viewership measurement was changed to males above 25 in metros, as used by many news channels, Discovery led the chart.

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