Final Discovery ppt

8/22/2019 Final Discovery ppt

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BACKGROUND Discovery Channel is an American satellite and cable TV founded b

Hendricks in 1985 and distributed by Discovery Communications.

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

in 1986.

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

In 1987,entered into an agreement with Mitsubishi Corporation to tel

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

Catalog.


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In 1996-

launched in Brazil, Germany, Austria and Switzerland.

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

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

In 1997 entered Turkey through a partnership agreement with The M

In the same year, DCI entered into joint venture with British BroadcaCorporation(BBC) to launch BBC America.

By 2002,Discovery Channel became the worlds most widely distrib

television brand. Discovery channel was aired in over 155 countries and had around 70

subscribers.

The 14 entertainment brands of DCI were distributed through 33 netwaround 33 languages all over the globe

Discovery Network AsiaPacific was first established in 1994

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


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Discovery entered in Indian market in 1995 when the Indian markets w

dominated by the channels which provided Family soaps

Discovery was the first channel to provide information with Theme baprogramme relating to nature, History , Science & Technology in Eng

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

million homes.

Discovery Channels Launch in Ind

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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Success Factors of Discovery in In

Innovative Programs

Parents who were convinced about influence of TV

children.

Programs aired in India possess at least 10%cultu

neutral content Offered programs based on non-fiction focusing on

themes of history; popular science and knowledge

different countries in the world.


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

A market research was conducted to find out how Indian viewers percei

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.

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

household. Subsequently the number of household receiving it wen8 million from 13 million.

Discovery faced problem of Positioning : it was perceived as niche or sp

channel

Viewers are not aware about the show timings.

Channel Could not attract the Viewers from southern & eastern Part as tregional Launguaage was different

Issue Faced by Discovery Channel


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Brand Repositioning

Tie up with Doordarshan (DD) to air Discovery Program in Hindi

In 2000 they made Revenue share agreement with Vijay TV Providing Disc

channel in Tamil

New strategy My time on Discovery implemented in October 2001

Providing advertisers a focused platform to reach out to their key target groIntroduced Programming blocks targeting different viewer segments on bas

broadcast time.

-In October launched time bands to mainstream their market.In October 2002 a programme guide of "discovery channel" circulated to rewas attached inside the magazine "India Today.

In April 2003, Discovery entered into a tie-up with Businessworld17 to provprogramming guide for the period April - June 2003

In December 2000, when Mr. Deepak Shourie was appointed as the new MD of Discohuge investment was made on R&D to conduct a survey on the perception of IndianDiscovery Channel.

Mass marketing to build brand image & reworking on brand positioning was initiate


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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, Popular

Action Zone Teenagers 4pm to 5pm Reality adventure shows

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

Friday Showcase Office Goers 9pm to 11pm Science and Technology

Super Sundays Family 7am to midnight Missed Programs of the w

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

designing

Late Night Discovery Adults Sex, crime, horror, violenc

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 ac

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

Canon India Ltd., in association with Colgate Dental Cream Discovery conducted Discov

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

Implications of New Strategy


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Consolidating The Presenc

To Increase Presence in south India Discovery snapped its ties

Vijay TV to launch 24 hour feed in Tamil

In 2002 to enhance its distribution reach Discovery entered in to

Venture with SET

Which make Discovery No. 1 Television network in the country

It helped Channel to increase its reach from around 21 Million h28 Millions homes
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The Rediff Business Interv iew/ Kiran Karnik

He said NGC are so good, so expert, the ordinary viewer may find it difficult to re

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

National Geographichas a textbook style.

Discoveryis different. It's like a friend talking to another friend. With its lively mix

nature, wildlife, science, travel, space, life and what have you, Discoveryis a han

out place for curious minds.

Those who tell the stories rule the world.

He said, We don't compromise on quality. Because we believe audio plays a criti

part in a channel's success. For people who don't understand English, Discovery

could mean a whole load of pretty pictures. We want to be a story-telling lot, we w

to complement the visuals with meaningful, comprehensible audio.

One friend told me that Discovery, unlike other channels, promotes harmony in h

home.

Some young parents told me that with Discoveryaround, they don't need baby-s

anymore.

learn that Discoveryis more popular than cartoons among the 6-14 age-group on

Sunday mornings.
http://www.rediff.com/money/1998/aug/14kar1.jpghttp://www.rediff.com/money/1998/aug/14kar1.jpghttp://www.rediff.com/money/1998/aug/14kar1.jpg


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Future Plans Turning to our operating divisions, the companys laser-focused st

investing in high-quality content for its global brands and n

combined with the universal appeal of Discoverys nonfiction

resulted in larger audiences this past year around the globe.

This increased market share enabled the company to deliver co

healthy advertising growth, while also further leveraging its

programming across emerging distribution platforms worldwide


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The flagship Discovery Channel benefitted from a number of new and retu

series in 2012, which have positioned the network with the strongest s

series in its history. This success was broad based with returning hits

such as Gold Rush and Moonshiners growing versus lastseason, while n

such as Fast N Loud, Jungle GoldandAmish Mafia emerged as breafact, Amish Mafia delivered the highest-rated premiere in DiscoveryC

history, building on the huge audience generated

withAmerican Chopper Live

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

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

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 retur

than ever before and a great slate of new series and specials, the netw

extremely well positioned to take additional share in the year ahead.


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Future Objectives 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 appea Content is designed to target key audience demographics and t

popularity of our programming creates demand on the part of a

and distributors.

The company will continue to invest on all three fronts - program

distribution and marketing, to increase the channels viewership


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Challenges

Ability to produce and acquire popular content is an important competitive f

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 ofbusinesses.


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Thank You

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Final Discovery ppt