Discovery Channel - Discovering India

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Case Details:

Case Code : MKTG052
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

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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.

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Excerpts

Background

In 1985, Cable Educational Network Inc., founded by John Hendricks, launched Discovery channel in USA. Due to the increasing popularity of the channel, United Cable Television Corp., Cox Cable Communications Inc., and Tele-Communications Inc., invested in the company in 1986.

In its first year of operations itself, the channel's subscription increased to seven million in the US.

Discovery offered non-fiction programs that gave quality insights into matters related to history, science, adventure, nature, civilization etc.

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In 1987, Discovery entered into an agreement with Mitsubishi Corporation to telecast Discovery programs in Japan. In 1990, Discovery launched television's first interactive video - The Discovery Interactive Library...

Discovering India

When Discovery entered India in 1995, the Indian television market was dominated by entertainment channels which provided family soaps and film-based programs to viewers.

Discovery was the first channel to provide infotainment programs in India. It aired programs related to Nature, Wildlife and Science & Technology in English.

Discovery was successful in attracting viewers; in the first year of its operations it reached 3 million homes...

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