Discovery will offer the biggest non-fiction content: Rahul Johri

Interview with Senior VP & GM, Discovery Networks Asia Pacific

Discovery Networks had an early mover advantage in the infotainment genre as it launched its channel in India way back in 1995. The company today operates eight channels with multiple-language feeds. In an interaction with Gaurav Laghate, Discovery Networks Asia Pacific’s Senior Vice President & General Manager Rahul Johri spoke about the channel’s future plans. Edited excerpts...

What’s the impact of digitisation on Discovery Networks in India?
DTH catalysed the transformation of television’s quality and utility and now digital cable is amplifying this change across the country. Digitisation will lead to better realisation of content. It would encourage new and differentiated channels with wider range of offerings and innovative packaging. We anticipated this a few years ago and had been preparing for this new environment. In the last few years, Discovery has increased its channel portfolio in India from three to eight networks and from two to five languages. We pioneered new genres with the launch of Discovery Science, Discovery Turbo, Discovery HD World, Discovery Tamil, and most recently Discovery Kids.

How do you see the prospects for Discovery Network?
We have a dynamic portfolio of channels in varied genres, including Animal Planet (wildlife channel), TLC (lifestyle), Discovery Science (Science), Discovery Turbo (youth featuring programmes on everything motored), Discovery HD World (high definition channel), Discovery Channel Tamil (separate feed) and recently Discovery Kids. We believe this is the best time to be in India.

How is the response to Discovery Kids?
We have got tremendous response from viewers, advertisers and affiliates. It has gained availability across India on both analogue and DTH platforms. We have planned a number of India-themed shows including our first India production Mystery Hunters. Even global franchises like Tintin and Pacman will appear on the channel from the first quarter of 2013.

Can you give more details on the localisation strategy?
Localisation continues to be the cornerstone of our programming strategy. TLC has emerged as India’s favourite lifestyle channel. Its India productions in 2012 along with global programming made delightful viewing. We are currently airing some India-themed titles such as Sally Bollywood and Howzzzat. 2013 will only see an upsurge in original content. The other key aspect of localisation is programming as per Indian needs. All shows are aired and scheduled as per the preferences of the Indian viewer. Offering content in multiple languages is another strategic aspect of our vision for India.

What’s the future of the infotainment genre in India? And will digitisation help in growing the niche and infotainment genre?
The future of television lies in well-defined and specialised content. Not one channel can be a one-stop shop for all kind of entertainment. With digitisation, we are getting into a totally pay-TV scenario where there will be multiple choices for specialised content according to the viewers’ need.

Our belief is that the pay-TV model will be strong for years to come and that digital media provides a differentiated opportunity for unique content channels.

In terms of revenue, where does India stack up vis-a-vis other Asian markets?
India is a priority market in our overall scheme of things. In the last few years, we expanded our business on all parameters: new channels, new language feeds, India productions, availability across analogue and digital households, impetus to ad sales and high-decibel marketing. Each of the channels has received encouraging response.

Do you see any common in viewership across global markets?
Technology is a catalyst for the growth of the broadcasting industry. In India, with new advancements especially in digitisation, DTH, IPTV and product offerings like content on demand on mobile TV, broadcasters are adapting to changing consumer preferences and are delivering more interactive and customised service.

What will be your content strategy for the next year?
We will launch more than 1,000 hours of original content across our channels. It will be the biggest offering of non-fiction content in India. We have planned multiple India productions. With digitisation allowing a more measured reach and value, we are all set to entertain millions of viewers in India.