Top Story

e4m_logo.png

Home >> Media - TV >> Article

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

17-December-2005
Font Size   16
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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.