With 2008 coming to an end, Discovery is now ready to face 2009 with no less than 11 new shows starting January 11, 2009. The channel has also unveiled a nationwide advertising campaign for ‘Ultimate Discovery’, a one-hour time band – 9 pm to 10 pm daily – where shows ranging from science, technology, history, natural world, adventure and exploration are aired.
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’.
Commenting on Ultimate Discovery’s performance, Rahul Johri, SVP & General Manager, India, Discovery Networks Asia-Pacific, said, “We launched Ultimate Discovery in October with the promise to offer the biggest, boldest and most spectacular shows at 9 pm every day of the week. We are delighted that viewers across India are enjoying the vast range of fascinating programmes that are showcased in this amazing band. We are just as glad that we are able to offer a greater advantage to the advertisers, who are able to reach a bigger audience at 9 pm.”
In its first two months itself, Ultimate Discovery claims to have recorded phenomenal viewership gains resulting in Discovery Channel widening its gap. Performance highlights in the first eight weeks: Watched by 24 million viewers in eight weeks; Overall Discovery Channel viewership jumps by 21 per cent; Discovery Channel’s 9 pm viewership up by 31 per cent; DSC ahead of NDTV 24x7 by 193 per cent; and Discovery’s lead over Star Movies jumps to 57 per cent (Source : TAM ,TG : CS4+ , All India, Weeks 41-48, 9 pm).
Unveiling the advertising campaign, ‘Real World. Real Entertainment’, Johri said, “The campaign promises to take viewers to a refreshing, enriching and entertaining journey in the real world. The advertising uses real-life stunning visuals, signifying Discovery Channel’s unique programming strength, unmatched excellence, quality and credibility.”
The month-long nationwide advertising campaign on Ultimate Discovery will run across multiple platforms, including: Television – Hindi GEC, news, movie and regional channels; Outdoor spanning 16 top cities; Discovery’s three networks; print and online.
“In six weeks of the launch of Ultimate Discovery on October 1 this year, about 19 million people watched the programme, increasing Discovery’s viewership by 18 per cent in India. Besides, our viewership grew 25 per cent in the 9 pm slot post the launch of Ultimate Discovery. We want to capitalise on this by airing 11 refreshing insightful shows on Ultimate Discovery that will take viewers on an uncharted journey into the real world,” said Johri.