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Discovery Channel takes a ride on Delhi Metro

23-August-2007
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Discovery Channel takes a ride on Delhi Metro

Delhi Metro, which has won much praise from the international media for being constructed to precision in areas of dense population and traffic menace, will now be the subject of a special programme on Discovery Channel. The channel will showcase the marvels of Delhi Metro in an hour-long programme ‘24 Hours with the Delhi Metro’, which will be aired on August 25 at 8 pm. A year’s effort has gone into making this feature, and the show is likely to be aired across Discovery Channel’s worldwide network.

According to Deepak Shourie, EVP and Managing Director, Discovery Networks India, “Delhi Metro has not only brought a world-class transportation system to the city, but has also laid the foundation for other cities to follow.”

A testimony to what Shourie expressed was the fact that DMRC is being consulted by authorities from Mumbai who are contemplating on a Metro system for the city. And the reasons for this are manifold. According to Anuj Dayal, Chief Public Relations Officer, Delhi Metro Rail Corporation (DMRC), “The Kolkata Metro is running into losses although it is the cheapest Metro in the world.” On the other hand, DMRC’s system is one of the few Metros in the world, besides Singapore, Taipei and Hong Kong, which is making an operational profit. Dayal added that a fourth of its earnings came from advertising, while the rest was from passenger load. Hence, this makes it definitely an enviable transportation system for civic authorities.

“Advertisers can bid for a minimum of a year, or a maximum of five years. Advertisers can choose the best package of placing their brands in six-seven stations. We finally want the Metro to be a utility space for passengers, and hence we have coffee stalls, customer service centres of varied service providers, etc,” Dayal added.

With Delhi Metro already a brand in itself and proving to be a boon for media planners, it comes as a surprise that Discovery Channel is not promoting ‘24 Hours with the Delhi Metro’ in the Metro premises. But this again can be attributed to the fact that the advertising space across all the stations are already booked, which may have left little time for the channel to contemplate promoting this show on that relevant space. The show will be promoted only through print campaigns and across the network’s three channels.

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