Animal Planet has announced the launch of a new parallel 24-hour Hindi feed. The channel would go on air from April 1, 2008, and has come up with a time-band strategy to familiarise its viewers with the programming schedule and with India-centric shows.
Deepak Shourie, EVP & MD, Discovery Networks India, said, “Animal Planet’s unique and engaging content attracts strong viewership from across age groups, genders and geographies. Animal Planet is ideally poised to leverage this competitive advantage. In India today, there is an overwhelming interest in wildlife and nature, and the strong demand from viewers and our research highlighted the need for a parallel 24-hour Hindi feed. Being the only television network dedicated to people’s fascination with nature and wildlife, the new initiatives are expected to delight our viewers and advertisers alike.”
Shourie further said, “There is immense potential in the Hindi speaking market. We are taking this initiative to expand our viewership and at the same time also looking forward to increasing our advertising base. And if the need occurs, we are ready to go for regional languages as well.”
The channel has introduced four one-hour long time-band programmes that would be aired on the channel from Monday to Sunday.