Discovery India Final
-
Upload
yogita-ghag -
Category
Documents
-
view
218 -
download
1
Transcript of Discovery India Final
-
7/27/2019 Discovery India Final
1/21
Shazia Patel
Yogita Ghag
Amit Joshi
Fayaz Khan
Pandhari Chavhan
Discovering India
-
7/27/2019 Discovery India Final
2/21
BACKGROUND
Discovery Channel is an American satellite and cable TVfounded by John Hendricks in 1985 and distributed byDiscovery Communications.
Due to increasing popularity, United Cable Television corp..,Cox Cable Communications Inc.., and Tele-CommunicationsInc.., invested in the company in 1986.
In its first year itself, the channel subscription increased to 7million in US.
In 1987,entered into an agreement with Mitsubishi Corporationto telecast in Japan.
In 1994,DCI launched its programs in few Asian countries.
In 1995,DCI extended its programs in Canada and India.
In the same year, launched its first ever consumer catalog,Discovery Channel Catalog.
-
7/27/2019 Discovery India Final
3/21
In 1996-
launched in Brazil, Germany, Austria and Switzerland.
announced launch of new channel-Animal Planet in US & alsoannounced launch of Discovery Kids Programs.
By the end of 1996,Discoverys subscription increased to 101.4million households around the world.
In 1997 entered Turkey through a partnership agreement withThe Media Group.
In the same year, DCI entered into joint venture with British
Broadcasting Corporation(BBC) to launch BBC America. By 2002,Discovery Channel became the worlds most widely
distributed television brand.
Discovery channel was aired in over 155 countries and hadaround 700 million subscribers.
The 14 entertainment brands of DCI were distributed through 33networks in around 33 languages all over the globe
Discovery Network AsiaPacific was first established in 1994
Discovery Communications in Asian countries, Named as"Discovery Channel (Asia) Operated by "Discovery NetworkAsia & has 5 channels.
-
7/27/2019 Discovery India Final
4/21
Discovery entered in Indian market in 1995 when the Indian markets
were dominated by the channels which provided Family soaps Discovery was the first channel to provide information with Theme
based programme relating to nature, History , Science & Technology
in English
It was successful in attracting viewers in the first year of its operation
it reached 3 million homes.
Discovery Channels Launch in India
In 1995, Discovery entered into India.
It was the first channel to provide Infotainment programs in India.
Programs related to Nature, wildlife and science technology.
Innovative programs gave viewers break from routine family
dramas.
Parents concerned for positive influence on children.
Inherent Advantages
-
7/27/2019 Discovery India Final
5/21
Innovative Programs
Parents who were convinced about influence of TV on
children.
Programs aired in India possess at least 10% culturallyneutral content
Offered programs based on non-fiction focusing on
themes of history; popular science and knowledge about
different countries in the world.
Success Factors of Discovery in India
-
7/27/2019 Discovery India Final
6/21
Market were limited as most of the channels were aired in English
Viewers are not aware about the show timings.
In mid-1999, Discovery become a pay channel, charging around Rs 5
per household. Subsequently the number of household receiving it
went down to 8 million from 13 million.
A market research was conducted to find out how Indian viewers
perceived Discovery. The research highlighted the following points:
Channel viewers consisted of mostly urban males between 25-54
years.
Around 60%of its viewership was from SEC A and B.
Discovery was very popular with kids and their parents.
Discovery faced problem of Positioning as it was perceived as niche
or specialty channel
Channel Could not attract the Viewers from southern & eastern Part
as the regional Language was different
Kiran Karnik Former MD of Discovery India said Discovery India
has to rework on its Brand Positioning
Issue Faced after Entering in India
-
7/27/2019 Discovery India Final
7/21
Brand Repositioning
In December 2000, when Mr. Deepak Shourie was
appointed as the new MD of Discovery India a huge
investment was made on R&D to conduct a survey on
the perception of Indian viewers on Discovery
Channel.
Mass marketing to build brand image & reworking
on brand positioning was initiated.
Tie up with Doordarshan (DD) to air DiscoveryProgram in Hindi
In 2000 they made Revenue share agreement
with Vijay TV Providing Discovery channel in
Tamil
-
7/27/2019 Discovery India Final
8/21
New strategy My time on Discovery implemented in October
2001
Providing advertisers a focused platform to reach out to their key
target group.
Introduced Programming blocks targeting different viewer
segments on basis of broadcast time.
In October launched time bands to mainstream their market.
In October 2002 a programme guide of "discovery channel"
circulated to readers which was attached inside the magazine
"India Today.
In April 2003, Discovery entered into a tie-up with
Businessworld17 to provide a programming guide for the periodApril - June 2003
Brand Repositioning
-
7/27/2019 Discovery India Final
9/21
Time Bands Target Audience Timings Nature of Programs
Sunrise Early morning
television viewers
7am to 9am Wild life and nature
Discovery Kids Children 3pm to 4pm Mystery Hunters, PopularMechanics
Action Zone Teenagers 4pm to 5pm Reality adventure shows
Family Time Family 8pm to 11pm Science, History and wildlife
Friday Showcase Office Goers 9pm to 11pm Science and TechnologySuper Sundays Family 7am to
midnight
Missed Programs of the week
Womans Hour Women Noon to 1pm Family, womens health, interior
designing
Late Night
Discovery
Adults Sex, crime, horror, violence
Healthy Living College Goers Health and Exercise
Amazing Animals Children and college
goers
Animals
-
7/27/2019 Discovery India Final
10/21
Discovery started with Innovative Programme World Birth Day
Launch Programme India Hour & Tech Tuesday
It conducted a yearly audio-visual quiz contest for schools students
across India
In August 2002, Discovery also conducted a contest for students tie
up with Canon India Ltd.,
in association with Colgate Dental Cream Discovery conducted
Discovery Exhibition
Conducted Win With Discovery Channel Contest.
Advertise through television channels and the print media
Viewership among women increased by 21 %Viewership among kids increased by 22%
Prime Time band Viewer ship Increased by 43 %
Differentiated discovery from NGC
Many Advertiser got attracted
Implication of New Strategy
-
7/27/2019 Discovery India Final
11/21
To Increase Presence in south India Discovery snapped its ties
with Vijay TV to launch 24 hour feed in Tamil
In 2002 to enhance its distribution reach Discovery entered in toJoint Venture with SET
Which make Discovery No. 1 Television network in the country
It helped Channel to increase its reach from around 21 Million
home to 28 Millions homes
India specific content :
To satisfy the growing demand for India-specific content,
Discovery Channel introduced the Discover India Series.
Discover India highlights all aspects of India and Indiansnot
just the traditional topics of history and culture, but also aspects
of modern India, Indians who have been successful in their
chosen fields and Indian advances in science and arts.
Through the Discover India series, the channel has been able to
provide Indian viewers a glimpse of India from a global
perspective - reiterating the companys global brand imagery and
at the same time satisfying the demand for India-specific content.
Consolidating Presence
-
7/27/2019 Discovery India Final
12/21
The Discovery network reaches a cumulative base of over 50 million
households. This success has been achieved through an understanding of
the Indian viewer and backing it up with creative strategies in all three
areas: programming, distribution and marketing.
Time-band strategy
Cognizant of the diverse viewing habits of its target audience, the
company introduced a time-band strategy, segmenting the programmes
according to the predominant viewership at any given time in the day.
The various time bands (catering to differing viewing segments)
introduced were Sunrise, Womans Hour, Discovery Kids, Action Zone,
Family Time, Late Night Discovery and Weekends. The measure paid
dividends with viewership of the channel increasing manifold, driving
TRP ratings exponentially. This surge also led the company to further
increase the gap between National Geographic Channel and itself; the
channel is currently over 40 per cent ahead of National Geographic in
terms of viewership.
Result of Changing Programming & Promotion
-
7/27/2019 Discovery India Final
13/21
The flagship Discovery Channel benefitted from
a number of new and returning series in 2012,
which have positioned the network with the
strongest slate of series in its history.
This success was broad based with returning
hits such as Gold Rush and Moonshiners
growing versus lastseason, while new series
such as Fast N Loud, Jungle GoldandAmishMafia emerged as breakout hits. In fact, Amish
Mafia delivered the highest-rated premiere in
DiscoveryChannels history, building on the
huge audience generated withAmerican
Chopper Live
Several of these series also helped Discovery Channel deliver its best fourth
quarter ever with viewership up 14% versus a year ago, and the network is off to a
great start in 2013, with viewership on the channel up over 20% in January.
It was the best month in Discovery Channels history and, with more returning hits
than ever before and a great slate of new series and specials, the network isextremely well positioned to take additional share in the year ahead.
Discovery Today
-
7/27/2019 Discovery India Final
14/21
It also matched that success online where it
generated over two million streams and
more than 1.3 million tweets. It also heldseven of the top 10 trending positions on
Twitter globally and dominated 71% of all
social media comments in primetime on
Sunday.
was The Rank #1 show in all of televisionfor the weekend that it aired...
Discovery Channel Captures Nik Wallendas Historic
Tightrope Crossing Over the Grand Canyon
June 23, 2013 : SKYWIRE LIVESKYWIRE LIVE was the #1 show in all of television
for the weekend that it aired, and the most-watched show on cable for the entirequarter, drawing more than 13 million viewers.
-
7/27/2019 Discovery India Final
15/21
Televisions longest running must-see summer TV event, SHARK
WEEK, returns to Discovery Channel on Sunday, August 4, 2013.
Building upon last years eight shark-filled specials, a whopping 11
SHARK WEEK episodes and our first ever late night SHARK WEEK
talk show, Shark After Dark, gives this years SHARK WEEK the most
hours of shark-filled programming ever featured in the 26-year history
of the event.
It Wouldnt Be Summer Without
shark Week
VOLKSWAGEN JOINS DISCOVERY
CHANNEL FOR SECOND YEAR AS
PRESENTING SPONSOR OF SHARK
WEEKVolkswagen cont inues relat ionship with
Discovery Channel, br ing ing a new
version of th e VW Beetle Shark Cage back
fo r Shark Week 2013--
-
7/27/2019 Discovery India Final
16/21
Focus/Thrust
Discovery Channel focuses primarily on programs that deal withpopular science, technology, and history. In addition, the channel
also features reality-based programs of varying subject matters
including investigation, automobiles and jobs. The channel has also
been known to produce family and child-oriented documentaries.
Like Discovery Channel, National Geographic also presents its owndocumentary TV programs, with many of them dealing with nature,
science, culture, and history.
NGC so good, so expert, the ordinary viewer may find it difficult to
relate. It gives the impression of an expert talking down to a lowly,
ignorant viewer.
National Geographic has a textbook style.
Discovery is different. It's like a friend talking to another friend.
With its lively mix of nature, wildlife, science, travel, space, life and
what have you,Discovery is a hang-out place for curious minds.
Those who tell the stories rule the world.
How Discovery is different than NGC
-
7/27/2019 Discovery India Final
17/21
Discovery dont compromise on quality as they believe thatAudio plays a critical part in a channel's success. For people
who don't understand English,Discovery could mean a
whole load of pretty pictures.
Discovery is a story-telling lot, they are complementing thevisuals with meaningful, comprehensible audio.
Discovery is more popular than cartoons among the 6-14
age-group on Sunday mornings.
Discovery, unlike other channels, promotes harmony in hishome.
WithDiscovery around, Parents don't need baby-sitters
anymore.
Future Prospects in competition with NGC
-
7/27/2019 Discovery India Final
18/21
Turning to our operating divisions, the companys laser-focused strategy
of investing in high-quality content for its global brands and networks,
combined with the universal appeal of Discoverys nonfiction genres,
resulted in larger audiences this past year around the globe.
This increased market share enabled the company to deliver consistently
healthy advertising growth, while also further leveraging its valuable
programming across emerging distribution platforms worldwide
To invest in content for our networks to build viewership, maximize
distribution revenue, capture advertising sales and create or reposition
additional branded channels and businesses that can sustain long-term
growth and occupy a desired programming niche with strong consumer
appeal.
Content is designed to target key audience demographics and the
popularity of our programming creates demand on the part of advertisers
and distributors.
The company will continue to invest on all three fronts - programming,
distribution and marketing, to increase the channels viewership.
Future Plans/ Objectives
-
7/27/2019 Discovery India Final
19/21
Ability to produce and acquire popular content is
an important competitive factor for the distribution
of networks, attracting viewers and the sale of
advertising.
Changes in consumer behavior resulting from
new technologies and distribution platforms may
impact the performance of businesses.
Challenges
-
7/27/2019 Discovery India Final
20/21
Today Discovery Channel: Worlds largest television
network. 1 billion subscribers. 160 countries.
India: 50 million households. 3 brands -Discovery
Channel, Discovery Travel & Living and Animal Planet
One of Indias fastest growing channels
Factors for success: Prime time programming.Association with established brands. Content
programming
operating momentum across our domestic and
international portfolio, and a current favorable operatingenvironment, Discovery remains committed to
capitalizing on growth opportunities to build additional
shareholder value and creating great stories and content
for our global audience.
Conclusion
-
7/27/2019 Discovery India Final
21/21
Thank You