Discovery Communications India will be launching two new channels – Discovery Travel and Adventure and Discovery Health, within a year. Plans are also afoot to have Tamil and Telugu feeds.
Deepak Shourie, managing director of Discovery Communications India, said “We are planning to launch the Travel and Adventure and Discovery Health channels this year. We expect to do programmes in Tamil, Telugu and some other south Indian languages.”
Discovery Communications India is also planning to enter into tie-ups with different mainstream television channels. Currently, Discovery is negotiating with a host of channels. The channel has also proposed to take up time slots on thee channels. It already has a one-hour block on Doordarshan and a two-hour block on Vijay TV.
According to Deepak Shourie, subscription and advertising have a 60:40 contribution to its revenue. Ideally it should be 50:50, he added, indicating that ad revenue may go up after the channel is repositioned.
As part of a gameplan to reposition itself, Discovery Channel also unveiled its new programming strategy “My Time on Discovery”. The new strategy marks a radical shift in programming, recognising the individual needs and viewing habits of each member within a family.
The blocks that are being introduced are Sunrise, Discovery Kids, Action Zone, Prime Time, Friday Showcase and Super Sundays; each of which caters to different groups.
Discovery Channel India launched in 1995, is a 24-hour pay channel providing real-life entertainment to the whole family.