We have to be mindful of competition. We are in a competitive environment in virtually every market we operate in. But Discovery has been in these markets much longer than anyone else and we are much better established in terms of relationships with viewers and the industry. India has particularly been strong for us. We have a strong game plan in place. Competition is something we pay attention to but not something we get distracted by.
We keep brand reputation at the epicentre and work backwards to calculate every activity from there. Often people think corporate communications is about press releases and media mentions, but it’s not true. We have to calculate what benefit a coverage gives and what effect it will have on the business or in brand perception. If the answer is none, then the coverage is nothing more than a piece of paper. Managing communication is the job of a storyteller, and we clearly define when to speak, what to speak and to whom to speak. It is an art of telling a story in an interesting manner.