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Discovery to showcase Indian content across the world, raising local programming to


30 Aug 2013
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The flagship Discovery Network is all set to optimise the content programming and channels under its stable, even as the network foresees a growth in India’s GDP in the year 2016 and plans to broaden its portfolio in the nation.

The network is re-focusing on expanding its scale in India by coming up with better programming line-up, catering to the regional market and by going local using the local talent available in India.

Discovery Communications, which launched in India back in 1995 with only one channel, has now grown into a conglomerate with as many as 11 channels in five languages. The leader in the factual entertainment genre, Discovery roughly has 550 advertisers on board with approximately 275 million cumulative households across India.

The company’s portfolio in South Asia comprises Discovery Channel, Animal Planet, TLC, Discovery Science, Discovery Turbo, Discovery Tamil, Discovery Kids, Investigation Discovery, and three high-definition channels namely Discovery HD World, Animal Planet HD World and TLC HD World.

“No other market in the entire world has shown a growth like India. We want to become a multi-genre platform and want to grow as a media company. With the fresh content line-up, we are broadening our portfolio from what it looks like and are targeting the local audience”, said Discovery Networks International president J B Perrette.

The network believes that the strong brands under them are extremely powerful and are doing economically well for them.

With the change in the viewing pattern and the growth of digitization, opportunities in the internet space in India are growing. The network plans to cater to 10 million devices this year. Parette believes that the beauty of digital is that it is a global strategy. The market now has large broadband connections which make the OTT platforms penetrate successfully.

Discovery Networks is also considering launch of its over-the-top (OTT) platform in India soon once the bandwidth stabilizes and once 4G gets in place in the country. The network is dependent on the response from the market rather than following one particular model.

The network already has two direct-to-customer OTT products offering in Europe - Dplay and Eurosport - which are doing exceptionally well for them. “The consumption of video content is rapidly increasing in Norway. The country has proved to be a beneficiary market for us”, added Perrette.

Known for providing high quality content to its viewers across the nation, Discovery is embarking on a very ambitious content production programme with $2 billion global investment. “We are seeing enormous traffic in India. This year, we have invested $2½ billion on our content programming globally to provide good quality shows on our flagship channels”, added Perrette.

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