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New offerings from Discovery Travel & Living aim to create appointment viewing

17-December-2005
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New offerings from Discovery Travel & Living aim to create appointment viewing

Discovery Travel & Living has set its agenda to get viewers hooked on to the channel by providing them with a slew of new programmes on different specific genres. Come 2006, and the channel aims to be one of the preferred destinations on television.

Unleashing its fourth quarter programming line-up in the Capital recently, Aditya Tripathi, Vice-President, Lifestyle, Discovery Networks India, said, "The first phase of the marketing saw the channel launch two brand campaigns, wherein the focus was more on giving the brand a definition. Phase two would be more channel specific, wherein different titles will be highlighted. There is a need to create appointment viewing now."

As part of the new line-up, Discovery Travel & Living will showcase a unique theme every week from January-March, 2006, for five consecutive days from Monday to Friday at 9 pm.

The 13-week programming bonanza will cover a wide range of topics like 'Great Hotels Week' (December 26-30), 'Beach Week' (January 2-6), 'Planet Food Week' (January 9-13), 'Long Way Round Week' (January 16-20), 'Wellbeing Week' (January 23-27), 'Jet Set Week' (January 30-Feb 3), 'Project Runway Week' (February 6-10), 'Other People's Houses Week' (February 13-17), 'Hot Spots Week' (February 20-24), 'American Chopper Week' (February 27- Mar 3), 'Fashion Week' (March 6-10), 'Floyd Week' (March 13-17), and 'Romance Week' (March 20-24).

By devoting one week to one particular theme, the channel aims to create appointment viewing. However, viewers who are unable to watch the programmes during the week can tune in to the channel during the weekends and can catch up on the best programmes of the week at leisure in the segment, 'Brunch', from 11 am to 4 pm.

Tripathi said that the new programmes were "for Indian viewers having an international outlook."

Some of the other line-ups include, 'American Casino', 'My Restaurant Rules' 'Innertainment', 'Kings of the Road', 'Superhomes', 'Big Boutique', 'Thirsty Traveler', and 'Body & Soul'.

Though the channel is targeting the 8-10 pm slot, as far as the new programmes are concerned, the channel seems to have preferred the 9 pm slot. Stating the reason for this, Tripathi said, "9 pm is the most popular time band, you get the maximum viewership at this time."

Discovery Travel & Living is also looking at introducing India specific programmes, and one of the series in under production.

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