find India has to rework its brand positioning. Weve to reorient our image. erudition and history programs will be publicised more.
- Kiran Karnik, Former MD Discovery Channel, India, in 1998.1
Discovery is in the infotainment literary genre while National Geographic is all virtually wildlife.
- Pio Linhares, Media Supervisor, HTA, in 2001.2
The biggest challenge is to select Discovery out of the niche arena. We project to position Discovery in the mainstream market. Because it is a mainstream channel
- Deepak Shourie, MD, Discovery Channel India, in 2001.3
Reaching Out to Indian Viewers
In October 2002, readers of India Today4, a popular weekly magazine in India were impress to receive a program guide of Discovery Channel (Discovery) along with the magazine. The program guide provided information on Discoverys programs for the orgasm quarter.
Discovery withal changed its programming content and announced a new programming strategy for its Indian viewers. In earlyish 2003, it announced a distribution tie-up with Sony Entertainment idiot box (SET) India Limited. Under this arrangement, Discovery would be made available by SET along with its other channels.
According to channel sources, this would sustain Discovery increase its viewer base from 21 meg homes to 29 one million million million homes. Though Discoverys changed programming strategy was lucky (it increased its viewership from 13 million in 1999 to 21 million in 2001), analysts expressed doubts about the channels continued viewership growth in India, as National Geographic Channel (NGC); (Refer Exhibit I), its competitor, had also changed its programming strategy to increase viewership. However, Discovery was confident about its performance in India and said that it did not regard NGC as its competitor, as the programming content of NGC was different from that of Discovery.
Background
In 1985, note Educational Network Inc., founded by John Hendricks, launched Discovery...If you want to get a full essay, order it on our website: Orderessay
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