Things are moving fast at Discovery’s new lifestyle channel, which would be called Discovery Travel & Living. The channel is aiming at a mid-October launch. The creative responsibilities of the channel are placed in the custodianship of Vyas Giannetti Creative (VGC). Industry sources estimate the media billings of the new channel in the region of Rs 8 – 10 crore.
Dwelling on the channel, Aditya Tripathi, Director – Marketing, Discovery Communications India, explains, “This will be a lifestyle channel and currently, there is nothing of its kind on air.”
This is the first of the three channels that Discovery has planned to float. Discovery Travel and Living is targeted at the C&S, SEC AB 18-plus audience. Discovery intends to give the channel an international look and work as an alternative entertainment channel.
As for the content of the channel, Tripathi informs that the content is already in place. In its current line-up, the channel has outsourced the complete content. However, by next year, Indian production houses will be assigned programmes for the channel. The properties constitute of programmes on travel, cuisine, health and well being, automotive and motoring, home design and décor, hobbies and outdoor leisure.
Taking on the expected returns from the channel, Tripathi says, “For this kind of audience, we believe that the channel will generate numbers and will do well in metros and in bigger markets.”
In an increasingly competitive environment with more and more channels coming up targeting the similar viewership, what does Discovery observe as competition? “Right now, there is no channel that is in direct competition to us, as there is no lifestyle channel on television currently,” he claims.
The move to rope in a creative agency for the channel is to ensure that the new channel finds a distinct positioning amongst the newly launched. “One reason why we chose VGC was its vast and rich experience in lifestyle and media brands. They have excellent understanding of brands and design skills, which was a potent mix we were looking for in an agency.”
As for the agency, an enthused Atul Hegde, Vice President, Vyas Giannetti Creative, says, “We are very excited about this win. Our experience with the Times Group, lifestyle brands like Lee, Provogue, Sheetal and Taj and skills in terms of staff who has worked on brands like Sony and Max, will help us to serve this business optimally.” The activities will pay attention on two counts –the launch of the channel and then move into programme-specific advertising.
Preeti Vyas Giannetti, Chairperson and Chief Creative Officer, Vyas Giannetti Creative, adds, “It is a matter of obvious pride for VGC that the Discovery Travel & Living channel will be launched first in India and then the rest of the world, and we have been elected to lead the way.”