Discovery Channel has announced the launch of its Bangla feed. With this launch, Discovery Channel will now be available in five languages – Bangla, Hindi, Tamil, Telugu and English. All the programmes and their airing schedule will remain identical in all the language feeds. Viewers will be able to choose their preferred language through the remote control.
Commenting on the launch, Rahul Johri, Senior Vice President and General Manager - South Asia, Discovery Networks Asia-Pacific, said, “I am delighted to announce the launch of Discovery Channel in Bangla. I am confident that the launch of Bangla feed will give viewers a deeper and more fulfilling viewing experience. We have been customising content as per viewers’ demand and preferences.”
Language Customisation Strategy
In 1998, Discovery Channel had launched its 24-hour parallel Hindi feed, which boosted the channel’s nationwide viewership. Continuing with its promise to delight its viewers across India, Discovery Channel launched a 24-hour Tamil feed on January 1, 2010. Post the Tamil launch, Discovery Channel moved up its rank by 25 positions and its time spent increased eight times (source: TAM, CS4+, Period – Jan- Sep 2009 vs. Jan-Dec 2010). After gaining a strong foothold in Tamil Nadu, Discovery Channel continued to penetrate the southern market with the launch of the Telugu feed on January 1, 2011, increasing its viewership in Andhra Pradesh by 175 per cent within four months of the launch.
Reaching over 55 million subscribers in India, Discovery Channel is currently available on analog, digital, IPTV and mobile platforms.
New Programme Launches
Meanwhile, in conjunction with the launch of the Bangla feed, Discovery Channel will be featuring a robust line-up of programmes with 13 premiere series, six returning series and engaging topical specials across all its key genres – adventure, survival, science, engineering, natural history, wildlife, topical events, investigation, technology, astronomy and exploration.