This document outlines Discovery Channel's launch and operations in India over time. It began in 1994 and faced challenges in positioning itself and increasing viewership. Through market research, it identified needs to broaden programming, increase fun content, and improve communication. It launched new shows targeting different audiences and engaged in marketing initiatives. Partnerships helped boost revenue and subscribers. Ongoing concerns include retaining viewers against competition, differentiating its offerings, and finding new promotional and revenue strategies beyond advertising.

1. Going Local
Presented By:
12176, 12178, 12201, 12204, 12207,
12209, 12213, 12215, 12216, 12217,

2. Time Line
1985
Cable educational
network launched a
new channel called
Iceberg alley
1989, Company’s
programme
launched in the UK
in 1989
1987, Entered into
an agreement with
Mitsubishi
Corporation to
telecast in Japan
1990, Discovery
Interactive
Library
1991, Acquired
The Learning
Channel(TLC)
1995
India & Canada
1996, Brazil
1994,
Programme
launched in
Latin America
1997, Animal
Planet made
International
Debut
April 2000, reached
milestone of 100
million subscription
outside USA in 146
countries
Oct 2001, More
than 400 Millions
worldwide, World’s
most widely
distributed TV
brand
September 2000,
Animal Planet
reached 100 Million
subscribing
household mark
2004, Discovery
Communications
reached 1 billion
cumulative
subscribers
worldwide

3. World Number 1 Non
Fiction Media Channel
Reaches more than 1.5
billion cumulative
customers worldwide
Prescence in over 180
Countries
Facts About Discovery
Channel
The channel’s revenue was
over $ 3.5 billion at the
end of 2009
More than 100 network
Channels
Discovery Channel
The Leaarning Channel
Animal Planet
Science Channel
Investigation Discovery
Planet Green
Digital Media Services

4. Discovery Channel’s launch in India
Discovery Networks Asia Pacific was first established in 1994
During Launch:
Major Competition: Doordarshan & DD Metro
Major Programmes:
Hum Log
Buniyad
Mahabharat
Early 1990s: Star TV

5. First Channel to provide Infotainment in
India
Program Themes:
Nature
History
Science
Technology
Language of delivery: English
Contents substantially different
family dramas and soap operas.
Parents happy with
programmes because
content
the
of
from
nature of
educational
Discovery faced the problem of
positioning.
English transmission: Meant limited reach.
Distribution Problems: Rs. 5/ household
subscription Price
The Problems Underlined:
Need to rework Brand Repositioning
Extensive Advertising & Brand building
exercise
Increasing the reach
Market Research Studies revealed:
Discovery viewers are largely educated
middle aged urban Males.
Socioeconomic A & B Class
Channel struck chord with Adults as well
as kids

6. The Issue:
Research Indicates:
Channel need to further
reposition itself
Reach out to target audience
better.
Be more responsive to its
viewers Viewers are not aware about:
Programme Content
Broadcast Timings
Solutions

7. Discovery Global Portfolio

8. A Paradigm Shift
MD stepped down
Kiran Karnik
Deepak
Shourie
Partnership
Two hours telecast of
show in Doordarshan in
Hindi
Sampling
Revenue Sharing Agreement
Problem Persists, Regional Viewers
were not drawn

9. Fun Programmes
New Market Research
The channel needs to
reposition itself
Reach out to target
audience better
Be more responsive to
customers
Shed
Serious
Channel Tag
Communication
needs to be
enhanced
Issues closely linked
Junkyard
Wars: A
competition
for kids
Fabulous fortunes
For Middle
Aged
people
Understanding Sex
for teenagers
To close the gap
in
communicating
and availability
of such
programmes

10. Other Programs;
Tech Tuesday
Superstructures of
the world
Woman’s hour
Amazing Animals
Late night discovery
Something for
everyone aspect
Greater Variety in
comparison to Nat
Geo
Women’s & Kid’s viewership increased by 20%, Prime viewership by 40%

11. Marketing Initiatives
Quiz Contest for kids
Increased Awareness
Garnered Market
Share
Advertisers
convinced that
Discovery has
considerable market
share
A partnership with canon
India ltd.
Imaging Contests in Cities
like:
Delhi
Mumbai
Hyderabad
Chennai
Bangalore
Pune
Ahmadabad
Discovery Exhibition
Lucky Draws
Online
Popular Mechanics for
kids: classes 6th to 9th

13. 2002, June
A JV with Sony
Entertainment
Television(SET)
Sony held 76%
50% Increase in
advertisements
revenue
Discovery Network
Asia Pacific boasts
458 million
cumulative subscribers
throughout 32
countries

14. Services Marketing:
Tangibility:
1.Knowledge
2.Information
3.Experience
Inseparability:
The information/knowledge cannot be separated from the presenter. For example, the show called,
“The crocodile Hunter” cannot be separated from its presenter “Steve Irwin”, that’s why the
channel discontinued with the show after the death of the presenter.
Heterogeneity:
The programmes cannot be same in each and every territory. Discovery showing tailor made
programmes in India as Konark; the chariot of sun is a testimony of heterogeneity.
Perishabillity: If for a particular programme, audience is not available, the revenue is lost. For
example, Discovery kids is telecasted between 3 pm- 4 pm . If the audience is not there or the
reach is not there , then there is a lost of revenue and advertising revenue.

15. Concerns
Whether Discovery can obtain increased viewership or will struggle to retain it’s existing
share. This is the challenge

16. Solutions for Concerns
Discovery can have tie ups with other
channels. The same way they did at the start
of their stint in India. The only difference is
that they can have the programmes,
produced by other channels telecasted on
their channel.
Other solution can be to start an
animation/cartoon slot, as the kids are more
attracted towards such cartoons. This will
be an answer to the indirect competition.
Discovery will any way have the first mover
advantage. So people will always see
Discovery as the premium channel.
Though Discovery should be aggressive in
it’s approach and look for programmes
which are relevant to Indian Mass. For
example , the Indian diaspora is very much
inclined towards Cricket and Bollywood.
Hence programmes like:
Making of the Test cricket champion,
100 years of Bollywood.
Biopic on great cricketers or sportsperson
can be made.
Award-winning documentaries

17. Problems Faced:
1.How can Discovery continue to make a mark and retain its audience?
2.What can be its strategies to differentiate itself from the competition?
3.What new promotional strategies can the channel come up with?
4.Is there any way to increase revenues except through airing
advertisements during its programmes?

18. 1.How can Discovery continue to make a mark and retain its
audience?
1.
2.
3.
4.
5.
Lingual translations/ subtitles.
Industry Concerted series of 7-8 episodes.
Documentaries of regional achievers/successful women achievers.
Organise adventure camps, country visits.
Offer same channel in different languages through lingual translations.

19. 2. What can be its strategies to differentiate itself from the competition?
We can have a show like, “ Rendezvous with successful people”. For example:
 Amitabh Bachhan
 Sachin Tendulkar
 Rajnikanth
 Chandra Kochhar.
 Nitin Paranjpe.
 A show on successful entrepreneurs.
 Camping with some colleges, superbike groups, and telecast it as a part of series.
Social networking Sites.
 People can post adventure videos, which will be telecasted in the channel.
Collaboration with youth channels and youth programmes like MTV and MTV Roadies.
Discovery can sponsor some tasks of Roadies, that will increase the visibillity.

20. 3. What new promotional strategies can the channel come up with?
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Sensible Videos in different channels like Doordarshan, You tube.
Discovery awards for bravery
CSR campaigns for stray dogs, PETA(Animal Planet)
Film Screening in schools.
A learning platform for students to learn Science.
Collaboration with Google& Microsoft.
Combo-Pricing and product shuffling
Behind the Scenes- a new era.
Discovery Smart kids Competition in collaboration with Britannica/ Encarta.
Social Media.
Self Made Video.

21. 4. Is there any way to increase revenues except through airing advertisements during its
programmes?
Through Merchandising:
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DVDs of shows, series
Toys for kids
Apparels
Adventure gears.
Through Subscription:
 Cable TV
 Direct to home
 Interactive Television.
Add new channels in the portfolio like Discovery toons.
Open Sourcing.
Apply the strategy of:
Convince
Confuse
Corrupt