Discovery Communications India (DCI), the Indian subsidiary of Discovery Networks International, has snapped its deal with Vijay TV for supplying two hours of Tamil programming.
Instead, it now plans a full-fledged 24-hour regional language feed in the next two months, like the one it has in Hindi. According to sources, the decision to go in for a 24-hour language feed is based on a consumer research study conducted by the channel.
The channel is currently available in 21 million homes and its subscription and advertising have a 60:40 contribution to its revenues.
Source: Business Standard