Indian Government approves four more Discovery channels

26 May 2011
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Discovery has received approval from the Government of India for the launch of four more television channels, although will take a year before bringing them to market – according to
Discovery Kids, Military Channel, ID and Discovery Home and Health are the channels named by the online publication as those to be introduced to Indian TV audiences in the future.

"We have not set a time frame for the launch of these channels in India. We are around a year and a half away from launch, Rahul Johri, senior vice president and general manager, Discovery Networks Asia-Pacific, is quoted as saying in

“We are waiting for the three new channels, including Discovery HD, to settle down and establish themselves before looking at more launches,” he added

Five regional feeds of Discovery are already available in India and, according to the report, the network is considering introducing content in other languages – to both extend the brand and its advertising potential.

"The Telugu feed has helped the channel grow by 150% in Andhra Pradesh since its launch in January. We have grown sevenfold since we launched in Tamil last year. We recently launched in Bengali and are evaluating other language options," Mr Johri told the online publication.

The executive added that TLC's Hindi feed, introduced in February, has helped its audience grow by over 20%, despite rebranding it from what was previously known as the Discovery Travel and Living Channel.

Discovery Turbo and Discovery Science are, meanwhile, reportedly now being watched in 17 million homes in India - via satellite or digital and analogue cable networks –in just 12 months.

"We are happy that we managed to achieve this reach in one year. This shows that our strategy of trying to break the content clutter has worked," said Mr Johri.
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