Discovery Channel - Discovering India
|
|
ICMR HOME | Case Studies Collection
To download Discovery Channel - Discovering India case study
(Case Code: MKTG052) click on the button below, and select the case from the list of available cases:
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Chat with us
Please leave your feedback
|
Case Details:
|
Price: |
| Case Code |
: |
MKTG052 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Differentiation |
| Case Length |
: |
12 Pages |
| Period |
: |
1995-2003 |
| Pub Date |
: |
2003 |
| Teaching Note |
: |
Available |
| Organization |
: |
Discovery Channel, Sony Entertainment Channel |
| Industry |
: |
Media and Entertainment |
| Countries |
: |
India |
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.
|
|
Issues:
• Understand the reasons for the success of an infotainment channel in India, even though it did not have localized programs.
Contents:
Keywords:
Discovery Channel, India, 1990, growth, programming strategy, time band programming, image, mainstream channel, niche channel, future prospects, National Geographic Channel
Discovery Channel - Discovering India
- Next Page>>
|
|
