Abstract

The case explores the entry of Discovery Channel in India during the mid-1990s and its growth in the country. The reasons underlying the channel’s success in India and its initial programming strategy have been discussed. The case also explores the reasons behind Discovery’s decision to change its programming strategy and use time band programming. Detailed information is provided about Discovery’s image in India and its efforts to change that image and portray itself as a mainstream channel instead of a niche channel. Finally, the case examines the future prospects of Discovery in the light of growing competition from the National Geographic Channel.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Reasons for the success of an infotainment channel in India.

Keywords

Discovery Channel, India, 1990, growth, programming strategy, time band programming, image, mainstream channel, niche channel, future prospects, National Geographic Channel