Sunday: A day of rest, a day when lazying around doing nothing doesn’t give rise to any guilt pangs, a day when one recuperates from the six hectic days preceding it, a day when one parks himself/herself in front of the TV, exploring exotic places, drinking in the sights and sounds of the vivid scenes unfolding in front of ones eyes.
Catering to this band of armchair travellers is international lifestyle channel Discovery Travel & Living. The channel has lined up several new and entertaining programmes in its Sunday Special band, which has been created to attract upscale urban couples, who want to make the best of their time away from work.
Discovery Travel & Living has started three family-oriented programmes back to back between 8 pm and 10 pm every Sunday.
Aditya Tripathi, Brand Director, Discovery Travel & Living, divulged, “Our research showed that our key target audience of upscale families generally stay home on Sunday evenings and find there is very little they can watch at that time. Therefore, we have lined up three unique and entertaining programmes in the Sunday Special band keeping in view the lifestyles and aspirations of our viewers. All three series – Things I Hate About You, Faking It and American Chopper – are new formats and will further increase the channel’s viewership on Sunday. The channel has always attracted high viewership on Sundays, and with this special band, we hope to further increase it.”
On the performance of the channel, he said, “In six months, Discovery Travel & Living overtook the prime time viewership of several existing international English channels, including History, CNBC, NDTV Profit, Zee English, BBC World, Hallmark, Animax and CNN (Source: TAM). I must say that the demand for alternate television entertainment has never been felt more in India.”
“Giving a break from the routine family dramas and soaps, Discovery Travel & Living will spearhead the new and emerging trend of contemporary alternative television in urban Indian markets. The channel has received tremendous advertising response. Several upscale products and services are active on the channel and the advertising revenues and secondage are increasing swiftly. We are extremely happy with its performance,” Tripathi added.
Some brands currently on the channel include: Nokia, Samsung, LG, VISA, HSBC, Microsoft, Hyundai, Motorola, L’Oreal, GM and De Beers. Discovery Travel & Living commands a distribution base of 22 million households spread across the country. Almost 75 per cent of metro homes and over 50 per cent of mini-metro homes receive the channel.
However, at the time of launch, the channel had plans to add Indian programmes in the content plan, but nothing much has been done on this. “Discovery Travel & Living is an international lifestyle channel and has covered India along with other countries in its various series. However, with viewer demand for Indian content rising, both in India and abroad, we have commissioned two India specific series, one on Indian cities and other one on Indian food. The new series are under production and will be ready towards the end of the year,” explained Tripathi.