Discovery is ready to face 2009 with no less than 11 new shows starting January 11, 2009. The strategy for Discovery is to be “awe-inspiring and breathtaking”.
The 11 new shows lined up for 2009 will start with the ‘Cool stuff’, which premieres on January 11, followed by ‘Discovery Project Earth’ on January 30, ‘Republic Day Special’ on January 26, ‘Jaguar Adventure’ on January 28, ‘Discover India’ on January 30, ‘Into the Unknown with Josh Bernstein’ on February 2, ‘Next World’ on February 19, ‘Man vs Wild’ on February 24, ‘Cosmic Collisions’ on March 6, ‘Holi Special’ on March 11 and ‘Time Warp’.
The channel officials informed that some of the recent initiatives on the channel have paid off. ‘Ultimate Discovery’, a show that started in October 2008, claimed to have “recorded phenomenal viewership gains resulting in Discovery Channel widening its gap with competition”. Commenting on performance of Travel and Living, Rahul Johri, SVP & General Manager, India, Discovery Networks Asia-Pacific, said, “Travel and Living is doing very well, in the last three to four years, among the niche channels that have launched, it is one of the most successful launches that we have seen and we would continue to consolidate our position.”
Elaborating on the programming strategy for 2009, Johri said, “For Discovery, the strategy is straightforward. It has to be awe-inspiring, amazing, and breathtaking. Discovery is a story teller and the best of storytelling has to be on discovery. We believe that the world is moving from reality to real and this (Discovery) is what is real and that really is our core promise at Discovery. Viewer’s expectation of Discovery has evolved over the years. Our job is to satisfy curiosity and there is no end to it. There was a time when we had started that there was a lot of curiosity on wildlife and nature and nobody had ever showed that kind of programming on TV. That need gap had helped us to establish the channel. We continue to show wildlife and nature in fact bulk of these shows now run on Animal planet. Discovery did and will continue to show what people want to see from wild life to history to science and technology to FBI among others.”
Commenting on the key focus areas for India in 2009, Johri said, “Viewers would continue to see significant portion of India programming. We are a global channel; more than doing a India specific series, we do global content that includes India.”