Discovery India Final

7/27/2019 Discovery India Final

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Shazia Patel

Yogita Ghag

Amit Joshi

Fayaz Khan

Pandhari Chavhan

Discovering India


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BACKGROUND

Discovery Channel is an American satellite and cable TVfounded by John Hendricks in 1985 and distributed byDiscovery Communications.

Due to increasing popularity, United Cable Television corp..,Cox Cable Communications Inc.., and Tele-CommunicationsInc.., invested in the company in 1986.

In its first year itself, the channel subscription increased to 7million in US.

In 1987,entered into an agreement with Mitsubishi Corporationto telecast in Japan.

In 1994,DCI launched its programs in few Asian countries.

In 1995,DCI extended its programs in Canada and India.

In the same year, launched its first ever consumer catalog,Discovery Channel Catalog.


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In 1996-

launched in Brazil, Germany, Austria and Switzerland.

announced launch of new channel-Animal Planet in US & alsoannounced launch of Discovery Kids Programs.

By the end of 1996,Discoverys subscription increased to 101.4million households around the world.

In 1997 entered Turkey through a partnership agreement withThe Media Group.

In the same year, DCI entered into joint venture with British

Broadcasting Corporation(BBC) to launch BBC America. By 2002,Discovery Channel became the worlds most widely

distributed television brand.

Discovery channel was aired in over 155 countries and hadaround 700 million subscribers.

The 14 entertainment brands of DCI were distributed through 33networks in around 33 languages all over the globe

Discovery Network AsiaPacific was first established in 1994

Discovery Communications in Asian countries, Named as"Discovery Channel (Asia) Operated by "Discovery NetworkAsia & has 5 channels.


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Discovery entered in Indian market in 1995 when the Indian markets

were dominated by the channels which provided Family soaps Discovery was the first channel to provide information with Theme

based programme relating to nature, History , Science & Technology

in English

It was successful in attracting viewers in the first year of its operation

it reached 3 million homes.

Discovery Channels Launch in India

In 1995, Discovery entered into India.

It was the first channel to provide Infotainment programs in India.

Programs related to Nature, wildlife and science technology.

Innovative programs gave viewers break from routine family

dramas.

Parents concerned for positive influence on children.

Inherent Advantages


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Innovative Programs

Parents who were convinced about influence of TV on

children.

Programs aired in India possess at least 10% culturallyneutral content

Offered programs based on non-fiction focusing on

themes of history; popular science and knowledge about

different countries in the world.

Success Factors of Discovery in India


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Market were limited as most of the channels were aired in English

Viewers are not aware about the show timings.

In mid-1999, Discovery become a pay channel, charging around Rs 5

per household. Subsequently the number of household receiving it

went down to 8 million from 13 million.

A market research was conducted to find out how Indian viewers

perceived Discovery. The research highlighted the following points:

Channel viewers consisted of mostly urban males between 25-54

years.

Around 60%of its viewership was from SEC A and B.

Discovery was very popular with kids and their parents.

Discovery faced problem of Positioning as it was perceived as niche

or specialty channel

Channel Could not attract the Viewers from southern & eastern Part

as the regional Language was different

Kiran Karnik Former MD of Discovery India said Discovery India

has to rework on its Brand Positioning

Issue Faced after Entering in India


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Brand Repositioning

In December 2000, when Mr. Deepak Shourie was

appointed as the new MD of Discovery India a huge

investment was made on R&D to conduct a survey on

the perception of Indian viewers on Discovery

Channel.

Mass marketing to build brand image & reworking

on brand positioning was initiated.

Tie up with Doordarshan (DD) to air DiscoveryProgram in Hindi

In 2000 they made Revenue share agreement

with Vijay TV Providing Discovery channel in

Tamil


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New strategy My time on Discovery implemented in October

2001

Providing advertisers a focused platform to reach out to their key

target group.

Introduced Programming blocks targeting different viewer

segments on basis of broadcast time.

In October launched time bands to mainstream their market.

In October 2002 a programme guide of "discovery channel"

circulated to readers which was attached inside the magazine

"India Today.

In April 2003, Discovery entered into a tie-up with

Businessworld17 to provide a programming guide for the periodApril - June 2003

Brand Repositioning


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Time Bands Target Audience Timings Nature of Programs

Sunrise Early morning

television viewers

7am to 9am Wild life and nature

Discovery Kids Children 3pm to 4pm Mystery Hunters, PopularMechanics

Action Zone Teenagers 4pm to 5pm Reality adventure shows

Family Time Family 8pm to 11pm Science, History and wildlife

Friday Showcase Office Goers 9pm to 11pm Science and TechnologySuper Sundays Family 7am to

midnight

Missed Programs of the week

Womans Hour Women Noon to 1pm Family, womens health, interior

designing

Late Night

Discovery

Adults Sex, crime, horror, violence

Healthy Living College Goers Health and Exercise

Amazing Animals Children and college

goers

Animals


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Discovery started with Innovative Programme World Birth Day

Launch Programme India Hour & Tech Tuesday

It conducted a yearly audio-visual quiz contest for schools students

across India

In August 2002, Discovery also conducted a contest for students tie

up with Canon India Ltd.,

in association with Colgate Dental Cream Discovery conducted

Discovery Exhibition

Conducted Win With Discovery Channel Contest.

Advertise through television channels and the print media

Viewership among women increased by 21 %Viewership among kids increased by 22%

Prime Time band Viewer ship Increased by 43 %

Differentiated discovery from NGC

Many Advertiser got attracted

Implication of New Strategy


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To Increase Presence in south India Discovery snapped its ties

with Vijay TV to launch 24 hour feed in Tamil

In 2002 to enhance its distribution reach Discovery entered in toJoint Venture with SET

Which make Discovery No. 1 Television network in the country

It helped Channel to increase its reach from around 21 Million

home to 28 Millions homes

India specific content :

To satisfy the growing demand for India-specific content,

Discovery Channel introduced the Discover India Series.

Discover India highlights all aspects of India and Indiansnot

just the traditional topics of history and culture, but also aspects

of modern India, Indians who have been successful in their

chosen fields and Indian advances in science and arts.

Through the Discover India series, the channel has been able to

provide Indian viewers a glimpse of India from a global

perspective - reiterating the companys global brand imagery and

at the same time satisfying the demand for India-specific content.

Consolidating Presence


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The Discovery network reaches a cumulative base of over 50 million

households. This success has been achieved through an understanding of

the Indian viewer and backing it up with creative strategies in all three

areas: programming, distribution and marketing.

Time-band strategy

Cognizant of the diverse viewing habits of its target audience, the

company introduced a time-band strategy, segmenting the programmes

according to the predominant viewership at any given time in the day.

The various time bands (catering to differing viewing segments)

introduced were Sunrise, Womans Hour, Discovery Kids, Action Zone,

Family Time, Late Night Discovery and Weekends. The measure paid

dividends with viewership of the channel increasing manifold, driving

TRP ratings exponentially. This surge also led the company to further

increase the gap between National Geographic Channel and itself; the

channel is currently over 40 per cent ahead of National Geographic in

terms of viewership.

Result of Changing Programming & Promotion


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The flagship Discovery Channel benefitted from

a number of new and returning series in 2012,

which have positioned the network with the

strongest slate of series in its history.

This success was broad based with returning

hits such as Gold Rush and Moonshiners

growing versus lastseason, while new series

such as Fast N Loud, Jungle GoldandAmishMafia emerged as breakout hits. In fact, Amish

Mafia delivered the highest-rated premiere in

DiscoveryChannels history, building on the

huge audience generated withAmerican

Chopper Live

Several of these series also helped Discovery Channel deliver its best fourth

quarter ever with viewership up 14% versus a year ago, and the network is off to a

great start in 2013, with viewership on the channel up over 20% in January.

It was the best month in Discovery Channels history and, with more returning hits

than ever before and a great slate of new series and specials, the network isextremely well positioned to take additional share in the year ahead.

Discovery Today


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It also matched that success online where it

generated over two million streams and

more than 1.3 million tweets. It also heldseven of the top 10 trending positions on

Twitter globally and dominated 71% of all

social media comments in primetime on

Sunday.

was The Rank #1 show in all of televisionfor the weekend that it aired...

Discovery Channel Captures Nik Wallendas Historic

Tightrope Crossing Over the Grand Canyon

June 23, 2013 : SKYWIRE LIVESKYWIRE LIVE was the #1 show in all of television

for the weekend that it aired, and the most-watched show on cable for the entirequarter, drawing more than 13 million viewers.


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Televisions longest running must-see summer TV event, SHARK

WEEK, returns to Discovery Channel on Sunday, August 4, 2013.

Building upon last years eight shark-filled specials, a whopping 11

SHARK WEEK episodes and our first ever late night SHARK WEEK

talk show, Shark After Dark, gives this years SHARK WEEK the most

hours of shark-filled programming ever featured in the 26-year history

of the event.

It Wouldnt Be Summer Without

shark Week

VOLKSWAGEN JOINS DISCOVERY

CHANNEL FOR SECOND YEAR AS

PRESENTING SPONSOR OF SHARK

WEEKVolkswagen cont inues relat ionship with

Discovery Channel, br ing ing a new

version of th e VW Beetle Shark Cage back

fo r Shark Week 2013--


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Focus/Thrust

Discovery Channel focuses primarily on programs that deal withpopular science, technology, and history. In addition, the channel

also features reality-based programs of varying subject matters

including investigation, automobiles and jobs. The channel has also

been known to produce family and child-oriented documentaries.

Like Discovery Channel, National Geographic also presents its owndocumentary TV programs, with many of them dealing with nature,

science, culture, and history.

NGC so good, so expert, the ordinary viewer may find it difficult to

relate. It gives the impression of an expert talking down to a lowly,

ignorant viewer.

National Geographic has a textbook style.

Discovery is different. It's like a friend talking to another friend.

With its lively mix of nature, wildlife, science, travel, space, life and

what have you,Discovery is a hang-out place for curious minds.

Those who tell the stories rule the world.

How Discovery is different than NGC


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Discovery dont compromise on quality as they believe thatAudio plays a critical part in a channel's success. For people

who don't understand English,Discovery could mean a

whole load of pretty pictures.

Discovery is a story-telling lot, they are complementing thevisuals with meaningful, comprehensible audio.

Discovery is more popular than cartoons among the 6-14

age-group on Sunday mornings.

Discovery, unlike other channels, promotes harmony in hishome.

WithDiscovery around, Parents don't need baby-sitters

anymore.

Future Prospects in competition with NGC


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Turning to our operating divisions, the companys laser-focused strategy

of investing in high-quality content for its global brands and networks,

combined with the universal appeal of Discoverys nonfiction genres,

resulted in larger audiences this past year around the globe.

This increased market share enabled the company to deliver consistently

healthy advertising growth, while also further leveraging its valuable

programming across emerging distribution platforms worldwide

To invest in content for our networks to build viewership, maximize

distribution revenue, capture advertising sales and create or reposition

additional branded channels and businesses that can sustain long-term

growth and occupy a desired programming niche with strong consumer

appeal.

Content is designed to target key audience demographics and the

popularity of our programming creates demand on the part of advertisers

and distributors.

The company will continue to invest on all three fronts - programming,

distribution and marketing, to increase the channels viewership.

Future Plans/ Objectives


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Ability to produce and acquire popular content is

an important competitive factor for the distribution

of networks, attracting viewers and the sale of

advertising.

Changes in consumer behavior resulting from

new technologies and distribution platforms may

impact the performance of businesses.

Challenges


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Today Discovery Channel: Worlds largest television

network. 1 billion subscribers. 160 countries.

India: 50 million households. 3 brands -Discovery

Channel, Discovery Travel & Living and Animal Planet

One of Indias fastest growing channels

Factors for success: Prime time programming.Association with established brands. Content

programming

operating momentum across our domestic and

international portfolio, and a current favorable operatingenvironment, Discovery remains committed to

capitalizing on growth opportunities to build additional

shareholder value and creating great stories and content

for our global audience.

Conclusion


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Thank You

Documents

Discovery India Final