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German media company Da Vinci Media GmbH, which plans to roll out an edutainment channel in India later this year, wants to tap the opportunities thrown open by digitisation of cable TV services and the growing demand for diversified content here.
The company expects to shortly get its licence from the Government to operate its channel, called Da Vinci Learning. The edutainment channel is targeted at kids in the 6-12 years age group and aims to offer knowledge-based programmes in an engaging manner.
Educational content Ferdinand Habsburg, Founder and CEO, Da Vinci Media GmbH, said: “We believe there is consumer demand for educational TV content in India, which is currently being marginally met. With digitisation, operators are also looking to increase their average revenue per user through new products.”
While he admitted that there are challenges in the Indian broadcasting space, he believes the channel is entering the country at just the right time. “We have a product that will help commercialisation of digital networks. We have had promising talks with DTH and cable operators,” said Habsburg.
Branded content The company is already testing the waters, running branded content on some digital networks through video-on-demand services.
Da Vinci Media will initially launch in English and then look at expanding in other languages. “We will target viewers in the top 12 metros and launch on digital TV platforms, including DTH and digital cable,” he said
For the broadcaster, which has a presence in about 18 countries, in various languages, India could work out to be one of its biggest markets, considering the large TV subscriber base.
“Our channel is for family viewing. We believe we will be able to have a good market share among the aspiring middle class, who subscribe to pay TV and put so much emphasis on educating their kids,” said Habsburg.
Local content While he did not give specifics on investments, he said the company is also looking at producing local content, which the channel will blend with its international programming.
The broadcaster will also have a strong digital strategy, in a bid to make learning interactive. “Our channel is tailor-made for a digital product. We will focus on launching our channel this year. Early next year is when we will focus on the digital strategy,” he added.
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