Discovery Networks: New discoveries

Discovery Networks, which has a strong presence in India through its channels Travel & Living, Discovery and Animal Planet, has recently launched two new channels: Discovery Science and Discovery Turbo.

Discovery Science will feature the impact of science and technology on our lives. It will look at areas like the human body, astronomy, genetics, exploration, medical advances and space. It will also cover the world of cars, trucks, motorbikes, planes, yachts, trains and other innovations.

In Master of the Universe, Stephen Hawking will examine how far our knowledge of the universe has developed and introduce unimagined scientific ideas. 100 Things that Will Change Your Life is a countdown series that will look at 100 projects that are under the radar right now, and which are certain to make a difference in the future. Beautiful Minds approaches the huge scientific field of brain research through a study of savants. How It’s Made visits dozens of assembly lines where technology turns raw material into finished products right in front of the viewer’s eyes.

 

Discovery Turbo, on the other hand, will feature speed-based programmes on Formula One racing, motor clubs, profiles of celebrity motorists and so on. Thus, Mean Green Machines will showcase vehicles just off the assembly line. Wheelers Dealers features the duo Mike Brewer and Edd China who save repairable classics and sell these cars for more than just profit. Racer Girlz is a show on women drivers and mechanics. Red Line TV covers the fast-paced sport of drifting, exposing viewers to the drivers during preparation and practice. Trick My Truck is a series that features big, rig-truck mechanics who scour truck-stops in search of trucks in need of help.

“By and large, channels today show almost the same programmes. If one needs to break the clutter, then niche programmes and channels are what will attract eyeballs. As the country’s audience moves from analog to digital viewing, we believe it’s the right time to launch such niche channels,” says Discovery Networks Asia-Pacific Senior Vice-president & General Manager Rahul Johri.

To begin with, the channels will air on Tata Sky, the direct-to-home service, and the analog platform. “The initial revenue will come from these being pay channels. Once we hit critical mass, we will then focus on the advertising revenues,” says Johri. Going forward, the network plans to launch a high-definition channel, Discovery HD. The 24-hour channel is slated to launch in 2010.

Discovery Channel, Animal Planet and Travel & Living have a combined reach of 116 million subscribers in India. While Discovery Channel airs in three languages (English, Hindi and Tamil), Animal Planet airs in two (English and Hindi). Travel & Living is telecast only in English.

In the infotainment genre, Discovery Channel leads the pack with around 56 per cent market share, followed by National Geographic, Animal Planet and Fox History & Entertainment, according to TAM Media Research. Travel & Living in the lifestyle genre has a market share of 46 per cent. The leader in this genre is NDTV Good Times with 54 per cent market share.