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Discovery firms up India growth strategy with exclusive programming

30-August-2014
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Discovery firms up India growth strategy with exclusive programming

Discovery has presented its growth strategy for India, underlining its commitment to satisfy the curiosity and aspirations of millions of Indian viewers through its differentiated 11 networks.

At a meeting held on August 29, 2014, Rahul Johri, Executive Vice President and General Manager – South Asia and Head of Revenue, Pan-Regional Ad Sales and Southeast Asia, Discovery Networks Asia-Pacific underscored the company’s expansion drive, unveiled wide-ranging premiere content and presented the upcoming India productions. The company announced that it will soon launch more than 100 multi-genre series catering to the interests, passions and demands of children, youth, women, men and families.

The company showcased the content of its new Hindi entertainment channel ID – Investigation Discovery. Offering true stories of investigation, crime and suspense, the channel provides fascinating accounts of human nature through series, in-depth specials and one-offs.

Elaborating on the strategy, Johri said, “We have tripled our networks in India in the last five years. Today, we operate in six unique genres through our robust portfolio of 11 networks reaching a cumulative 240 million homes in five languages. We will continue to strengthen our leadership and make investments in content, communication and availability across all our networks and deliver an unmatched experience to millions of viewers across urban and rural India.”

The 100 new series will capture a wide-spectrum of categories ranging from adventure, survival, cuisine, travel, space, gadgets, natural history, fashion, pets, auto, engineering and reality amongst others. Some of the upcoming titles include:

Discovery channel: Gold Rush, Game Of Stones, You Have Been Warned, Marooned & Bear Grylls Extreme Survival Caught On Camera

TLC: Cake Boss, Celebrity Style Story, Here Comes Honey Boo Boo, Hell’s Kitchen

Animal Planet: River Monsters, Life Stories & Deadly Pole To Pole

Discovery Kids: Kisna, Mister Maker, Transformers Energon, Movies Khumba and Stan Lee’s Mighty 7

ID: Escaped, Mobster Confessions, Extreme Forensics & Solved

Discovery Science: Through The Wormhole With Morgan Freeman, Superhuman Science & How It’s Made

Discovery Turbo: Air Crash Confidential, The Fighters & Wheeler Dealers: Trading Up

Discovery HD World: Treehouse Masters & Mighty Ships

Animal Planet HD World: Tanked, World’s Cutest & Dogs 101

TLC HD World: Project Runway, Anthony Bourdain No Reservations & 1000 Places To See Before You Die

India Productions
Discovery has upped the Indian content on its channels producing over 100 hours in the last two years. The company will soon launch three new India productions on Discovery Channel – ‘Revealed: Rann Of Kutch’, ‘Revealed: World’s Biggest Election’, and ‘India Living Traditions’. Discovery Kids, along with filmmaker Ketan Mehta, will present its first animation-based India series, ‘Kisna’, in October.

Discovery’s current portfolio in India includes 11 channels: Discovery Channel, Animal Planet, ID, TLC, Discovery Kids, Discovery Science, Discovery Tamil, Discovery Turbo, Discovery HD World, TLC HD World and Animal Planet HD World and Discovery Channel Magazine.
 

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