network launched a
new channel called
launched in the UK
1987, Entered into
an agreement with
telecast in Japan
India & Canada
April 2000, reached
milestone of 100
outside USA in 146
Oct 2001, More
than 400 Millions
reached 100 Million
reached 1 billion
World Number 1 Non
Fiction Media Channel
Reaches more than 1.5
Prescence in over 180
Facts About Discovery
The channel’s revenue was
over $ 3.5 billion at the
end of 2009
More than 100 network
The Leaarning Channel
Digital Media Services
Discovery Channel’s launch in India
Discovery Networks Asia Pacific was first established in 1994
Major Competition: Doordarshan & DD Metro
Early 1990s: Star TV
First Channel to provide Infotainment in
Language of delivery: English
Contents substantially different
family dramas and soap operas.
Parents happy with
Discovery faced the problem of
English transmission: Meant limited reach.
Distribution Problems: Rs. 5/ household
The Problems Underlined:
Need to rework Brand Repositioning
Extensive Advertising & Brand building
Increasing the reach
Market Research Studies revealed:
Discovery viewers are largely educated
middle aged urban Males.
Socioeconomic A & B Class
Channel struck chord with Adults as well
Channel need to further
Reach out to target audience
Be more responsive to its
viewers Viewers are not aware about:
A Paradigm Shift
MD stepped down
Two hours telecast of
show in Doordarshan in
Revenue Sharing Agreement
Problem Persists, Regional Viewers
were not drawn
New Market Research
The channel needs to
Reach out to target
Be more responsive to
needs to be
Issues closely linked
To close the gap
Late night discovery
Greater Variety in
comparison to Nat
Women’s & Kid’s viewership increased by 20%, Prime viewership by 40%
Quiz Contest for kids
A partnership with canon
Imaging Contests in Cities
Popular Mechanics for
kids: classes 6th to 9th
A JV with Sony
Sony held 76%
50% Increase in
Asia Pacific boasts
The information/knowledge cannot be separated from the presenter. For example, the show called,
“The crocodile Hunter” cannot be separated from its presenter “Steve Irwin”, that’s why the
channel discontinued with the show after the death of the presenter.
The programmes cannot be same in each and every territory. Discovery showing tailor made
programmes in India as Konark; the chariot of sun is a testimony of heterogeneity.
Perishabillity: If for a particular programme, audience is not available, the revenue is lost. For
example, Discovery kids is telecasted between 3 pm- 4 pm . If the audience is not there or the
reach is not there , then there is a lost of revenue and advertising revenue.
Whether Discovery can obtain increased viewership or will struggle to retain it’s existing
share. This is the challenge
Solutions for Concerns
Discovery can have tie ups with other
channels. The same way they did at the start
of their stint in India. The only difference is
that they can have the programmes,
produced by other channels telecasted on
Other solution can be to start an
animation/cartoon slot, as the kids are more
attracted towards such cartoons. This will
be an answer to the indirect competition.
Discovery will any way have the first mover
advantage. So people will always see
Discovery as the premium channel.
Though Discovery should be aggressive in
it’s approach and look for programmes
which are relevant to Indian Mass. For
example , the Indian diaspora is very much
inclined towards Cricket and Bollywood.
Hence programmes like:
Making of the Test cricket champion,
100 years of Bollywood.
Biopic on great cricketers or sportsperson
can be made.
1.How can Discovery continue to make a mark and retain its audience?
2.What can be its strategies to differentiate itself from the competition?
3.What new promotional strategies can the channel come up with?
4.Is there any way to increase revenues except through airing
advertisements during its programmes?
1.How can Discovery continue to make a mark and retain its
Lingual translations/ subtitles.
Industry Concerted series of 7-8 episodes.
Documentaries of regional achievers/successful women achievers.
Organise adventure camps, country visits.
Offer same channel in different languages through lingual translations.
2. What can be its strategies to differentiate itself from the competition?
We can have a show like, “ Rendezvous with successful people”. For example:
A show on successful entrepreneurs.
Camping with some colleges, superbike groups, and telecast it as a part of series.
Social networking Sites.
People can post adventure videos, which will be telecasted in the channel.
Collaboration with youth channels and youth programmes like MTV and MTV Roadies.
Discovery can sponsor some tasks of Roadies, that will increase the visibillity.
3. What new promotional strategies can the channel come up with?
Sensible Videos in different channels like Doordarshan, You tube.
Discovery awards for bravery
CSR campaigns for stray dogs, PETA(Animal Planet)
Film Screening in schools.
A learning platform for students to learn Science.
Collaboration with Google& Microsoft.
Combo-Pricing and product shuffling
Behind the Scenes- a new era.
Discovery Smart kids Competition in collaboration with Britannica/ Encarta.
Self Made Video.
4. Is there any way to increase revenues except through airing advertisements during its
DVDs of shows, series
Toys for kids
Direct to home
Add new channels in the portfolio like Discovery toons.
Apply the strategy of: