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Discovery Travel & Living to strengthen appointment viewing, announces new Theme Weeks

06-April-2006
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Discovery Travel & Living to strengthen appointment viewing, announces new Theme Weeks

Enthused by the success of its Theme-Week strategy, Discovery Travel & Living channel has decided to continue it further. For the next three months, the channel will grab the viewers’ attention by presenting them with 13 captivating themes.

The channel first introduced the concept of Theme Weeks in January this year and now Discovery Travel & Living plans to continuing it further from April to June, offering its viewers a new theme every weeknight at 9 pm.

Currently on air, ‘London Week’, which started from April 3, takes the viewers to the most renowned and cultural destinations of London. The next to follow is the ‘Miami Ink Week’ (April 10-14), which will showcase life beyond the scenes at Miami Ink, the specialised tattoo shop in South Beach, Miami.

Some of the other themes that the channel would showcase include ‘American Casino Week’ (April 17-21), ‘Fashion Week’ (April 24-28), ‘Jeremy Clarkson Meets The Neighbour Week’ (May 1- 5), ‘King of The Road Week’ (May 8-12), and ‘Gordon Ramsay’s Hell’s Kitchen Week’ (May 15- 19).

Aditya Tripathi, Vice-President – Lifestyle, Discovery Networks India, said, “Discovery Travel & Living has witnessed a considerable surge in viewership in the first three months of 2006, reflecting viewers’ endorsement of the concept of theme weeks. The strategy has also allowed us to successfully communicate the channel’s diverse programming.”

Among the other line-ups that are on the anvil include ‘France Week’ (May 22- 26), ‘Viva Las Vegas Week’ (May 29-June 02), ‘The Faking It Week (June 5-9), which will encapsulate stories of real people who take on the challenge of transforming themselves into someone entirely different.

The channel will also highlight the culinary world with Anthony Bourdain through the ‘Anthony Bourdain Week’ from June 12-16. Besides, there will also be a week dedicated to celebrities, titled ‘Celebrity Week’ (June 19-23).

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