Discovery Channel - Discovering India

Details

Themes : Differentiation
Period : 1995-2003
Organization : Discovery Channel, Sony Entertainment Channel
Pub Date : 2003
Countries : India
Industry : Media and Entertainment

Buy Now

Case Code : MKTG052
Case Length : 10 Pages
Price: Rs. 300;

Tools

<< Previous

Changing Perception Contd...

According to channel sources, the new strategy was also aimed at attracting advertisers. Shourie said, "We've achieved critical mass, and now the objective is to monetise the existing viewership." Discovery introduced programming blocks targeting different viewer segments on the basis of broadcast time. Time bands were introduced on the basis of the viewing patterns of viewers across all age groups.

In August 2001, Discovery announced the launch of six time bands - Sunrise (Weekdays 7 a.m to 9 a.m), Discovery Kids (Weekdays 3 p.m. to 4 p.m.), Action Zone (Weekdays 4 p.m. to 5 p.m. with a repeat at 11 p.m.), Prime Time (Weekdays 8 p.m. to 11 p.m.), Friday Showcase (9 p.m. to 11 p.m.) and Super Sundays (7 a.m. to midnight) (Refer Exhibit III).

In April 2002, Discovery extended its six time bands to nine bands with the introduction of Woman's Hour (Weekdays from noon to 1 p.m.), Amazing Animals and Late Night Discovery.

According to analysts, the new strategy highlighted the range of programs offered by Discovery and also differentiated the Discovery channel from NGC. Analysts felt that with increasing competition from NGC, Discovery was forced to differentiate itself from the kind of programs offered by NGC. However, Discovery sources did not acknowledge that NGC was their competitor. Shourie commented, "National Geographic is more nature oriented. We have a much wider range."

Along with new programming blocks, Discovery also came up with innovative programs. One such innovative program was 'World Birth Day,' which depicted the preparations that take place before and after the birth of a child. The program showed the emotions of mothers-to-be in nine different countries, who gave birth on the same day. The program aimed at capturing aspects of different cultures and customs connected to the birth of a child.

The channel also launched India Hour, (aired on Sundays), which aired programs on India and its culture. Discovery also announced the launch of programs such as Tech Tuesday, which targeted people interested in technological developments such as spy gadgets, smart bombs, and Trauma, which depicted the medical emergencies. According to reports, Discovery's programming strategy was successful. By August 2002, its viewership among women increased by 21% and among kids by 22%. In the prime time band its viewership increased by 43%.

Marketing 'Discovery'

Along with program restructuring, Discovery focused on marketing initiatives to enhance its image among viewers. It conducted a yearly audio-visual quiz contest for school students across India to increase awareness about the channel among kids. The contest was hosted by India's popular quizmaster, Derek O' Brian. The quiz covered five categories of Discovery's programs - Science & Technology, History, World Culture, Human Adventure and Nature. Analysts felt that by conducting quiz contests for students, Discovery was able to increase brand awareness among children and gain more market share.

In August 2002, Discovery also conducted a contest for students. To do so, it entered into tie up with Canon India Ltd., (wholly-owned subsidiary of Singapore-based Canon Singapore Pte Limited). Discovery's executives conducted imaging contests in around 75 schools in seven cities (Delhi, Chennai, Bangalore, Mumbai, Hyderabad, Pune and Ahmedabad). Analysts felt that this contest helped the channel increase its brand awareness among children and increase its viewership ratings.

Next >>