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Nature to Lifestyle: Discovery's new trail

11-August-2004
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Nature to Lifestyle: Discovery's new trail

Discovery Networks India is on a discovering track. Discovery Networks India is entering the lifestyle segment with the launch of a 24-hour channel, Discovery Travel and Living In India in October this year, and has plans for two more channels in the segment. Discovery Travel and Living will be introduced first in India and would later go global.

The new channel will include shows like Celebrity Travelogues, Floyd's India, Date Patrol, He's Gotta Have It, While You Were Out among others. The channel will also feature concept-shows like Cooking for Love, which is primarily a blind date game with couples cooking for each other. A spy cam show called World Poker Tour is also in the pipeline. Local production houses will also be contributing programme content. The channel also intends to include local programming next year.

On the rationale behind the new launch, Deepak Shourie, Executive Vice-President and Managing Director, said, "Increasing consumer spends on lifestyle products, rising disposable income and the emergence of the new upwardly mobile class are the reasons for the launch. Discovery believes that lifestyle is an emerging category and is attracting a lot of interest among consumers."

Asked if local languages will be used, Shourie said that as of now the channel will be telecasting its programmes in English.

The channel, which is being targeted at the top 30 cities to start with before it goes nationwide, will be distributed by the One Alliance. The company also holds distribution rights for Animal Planet, SET Max, HBO, NDTV, AXN and MTV.

On the advertising opportunity, Rahul Johri, Director-Advertising Sales, Discovery, said, "The company will provide a new platform for advertisers by targeting a young audience. This channel will attract a set of lifestyle product advertisers who until now have been depending on the print media. We intend to provide them a better vehicle to advertise. The management intends to have a total of ten minutes of advertisements in one hour of programming."

When asked about overlapping viewership and content, Shourie said, "The communication and advertising strategy will be put across in such a way that there would be no scope for any conflict between the perceived positioning of the existing brand Discovery and the desired positioning of the proposed channel."

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