The Discovery Travel & Living channel, launched on October 28, has got off to a good start, according to Aditya Tripathi, Brand Director. “The response has been very good; people are talking not only about the channel but also about particular programmes, and that is very encouraging. Even the response from advertisers and advertising agencies has been good and they will hopefully translate into revenue,” he said.
Targeted at the English speaking, upscale urban viewer in the 18-45 age group with an international outlook and mindset, the channel is completely devoted to lifestyle with programmes on travel, cuisine, health and well-being, interior designing and décor, fashion and leisure. Speaking on the concept behind the channel, Tripathi, said, “Travel is growing, advertising on travel is also increasing, people are spending more on hobbies, fashion and lifestyle. People are getting more savvy about their lifestyle. With the changing scenario there was a need for a niche lifestyle channel.”
The concept of a lifestyle channel is still new in India, according to Tripathi. “It has its positive and negative aspects. Since the Travel & Living channel is one of its kind, I don’t see any competition emerging in this category. However, you have to explain the concept of a lifestyle channel to the advertisers in great detail.”
The channel claims to have not only a good prime time viewership between 8-12 pm but also a very strong afternoon viewership.