Discovery Channel in 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.

Questions for Discussion:

1. Discovery was able to gain viewership in India even though it did not air any film-based programs or daily soaps. Analyze the reasons for the success of Discovery in India.
2. In 2001, Discovery announced a major change in its programming strategy by announcing time bands for its programs. How far do you think changes in programming and promotion helped it to increase its viewership?
3. Analysts pointed out that with NGC also developing a new programming strategy for India; it would be difficult for Discovery to gain viewership. Discuss the future prospects of the Discovery channel in the light of increasing competition.

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

*Note : This case is a simplified version of a longer case study, and is intended for learners for whom English is a foreign language. The longer version of this case study (MKTG052) is available at: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG052.htm