Alternate entertainment is definitely coming of age. And at Discovery Channel there is reason for cheer on the ratings front. According to TAM all-India viewership data for the first quarter of 2007, the channel has beaten all English language channels across movie, news, entertainment and music genres.
Measuring all-day viewership across India, Discovery Channel has garnered higher viewership than the likes of Star Movies, HBO, MTV, NDTV 24x7, Channel [V[, CNN-IBN, NGC and CNBC. Discovery leads this set of channels with an 18.3 per cent market share (source: TAM: All India, CS4+, Week1-13, All Day).
The channel ended the first quarter of 2007 with 33.8 per cent market share when ranked against English news channels including NDTV 24x7, CNBC TV18, CNN-IBN, Times Now, NDTV Profit and Headlines Today (source: TAM: Males 15-44 Sec AB, All India, Wk 1–13, 0700-2359 hrs). Even when the audience profile for viewership measurement is changed to males above the age of 25 in the six metros, as used by many news channels, Discovery Channel leads the chart.
Rajiv Bakshi, Associate Director, Marketing & Communications, Discovery Networks India, said, “The demand for alternate entertainment is increasing and is set to increase even further. The figures are testimony to this. Planet Earth has done extremely well thereby drawing viewership for the channel. It communicated a lot about the channel. Moreover, the kind of variety programming that we have has also helped in getting the numbers thereby engaging the viewers.”
Planet Earth has worked wonders for Discovery in augmenting its viewership. It was a stunning television experience combining unimaginable scale, impossible locations and intimate moments with planet's best-loved, wildest and most elusive creatures. Using a budget of unprecedented proportions, HD photography and unique filming techniques, the series took viewers to an unforgettable journey through the challenging seasons and the daily struggle for survival in earth's most extreme habitats.