INDIAN MARKET

:THE DISCOVERY
CHANNEL WAY
India is not developing
country
it is already developed
Presented by
barack obama
ANUPAM KUMAR
 Introduction
• In 1985, cable educational Network inc.,
founded by Jhon hendricks, launched discovery
channel in USA.
• Entered into Japan in 1987.
• In 1995 came into India and Canada.
• Indian market dominated by entertainment
channel and discovery was infotainment.
• It seems hard to survive because language used
by discovery in English and India is Hindi
speaking country.
 Discovery family

• Discovery Channel • Discovery Home Channel

• TLC • Discovery Kids Channel
• Animal Planet • The Science Channel
• Travel Channel • Military Channel
• Discovery Health • Discovery en Espanol
Channel • Discovery HD Theater
• Discovery Times • FitTV
Channel
 Consolidating the presence

• Meaning - The act of combining into an

integral whole.
• Discovery announced --------
• It would consolidate new programs.
• sourcing world-class programs from
Discovery's 14 channels across the globe.
• Analysts pointed out---------
• That none of the programs were produced
in India because of high expenditure.
 Facts and figures
• In 2000, NGC enter into agreement with STAR network
in India.
• Discovery was strong in northern India, NGC was strong
in South India.
• Discovery announced that it would launch a 24-hour
feed in Tamil.
• In March 2002, it snapped its ties with Vijay TV and
announced that it would air Tamil programs on
weekdays. It was reported that the channel would offer
programs on the basis of themes.
• In June 2002, Discovery entered into a joint
venture with Sony Entertainment Television, with
an equity structure of 74:26. The majority stake
was held by Sony.
• We are now strategically positioned to be the No
1 television network in the country." According to
reports, the alliance would help Discovery
increase its reach from around 21 million homes
to around 28 million homes.
• After collaborating with sony , it is expected to
gain a 50% increase in both advertising and
subscription revenues.
• 330 brands had advertised on the channel and
that the channel had registered a 50% increase
in ad revenues.
• Discovery's decision to air programs on the
basis of viewership patterns helped it attract
advertisers.
• In order to consolidate its position, in January 2003,
Discovery announced the launch blue planet with BBC.
• Introduced program like, Special on World War II,
Bismarck, Great Romances of the 20th Century, and
Kitchen Chemistry etc.
• Analysts were worried about the channel's future in
India. Because NGC announcing that it would air new
non-wildlife programs on its channel.
• Discovery also faced competition from specialty
channels such as Cartoon Network, CNBC and CNN,
because they offered a different genre of programs.
 India
• India with a growing upper middle class,
booming economy, and a changing mindset is
the best country to launch the international
lifestyle portfolio.
• India is the second fastest growing economy
next to China.
• India also has a huge work-force. Professionals
in various fields work abroad, at developed
countries as well as developing countries.
 conclusion
• As I understood discovery worked on cultural
evolution process.
• India is the country that having oldest culture ,
having good reputation in all over the world, so
there is only need of positioning it
• As Discovery channel had discover its market in
the entire world by re-enact, redesign social,
technical process like wise we can also discover
the Indian market with the help of good
marketing strategy.
THANK YOU