Presented by Amit Joshi

1994: Launched in few Asian Countries. adventure. Change of name: from "Cable Education Network Inc" to "Discovery Communications. science. Launched in USA & in its first year channel's subscription reached to 7 million (by 1986). DCI. nature. Inc" i. Offered non-fiction programs related to history. • - • - .e. 1987: The Discovery Interactive Library. etc.Background • 1985: Original name was Cable Education Network Inc & John Hendricks was its founder. television's first interactive video was launched in Japan through an agreement with Mitsubishi Corporation. civilization.

named "Discovery Channel Online". Launched first ever consumer catalogue. provided information about the merchandise offering. 1996: Launched in Brazil with Portuguese language. Subscription reached to 101. • • - . through an agreement with The Media Group.4 million around the globe. Launched in Turkey. Launched in Europe with German language. Launch of online service. Launched "BBC America" by entering a joint venture with "British Broadcasting Corporation" BBC. 1997: No.1. Launched in Austria & Switzerland with regional languages. & renamed as "Discovery Channel Store“. Acquired "Dallas-base Discovery Store Inc". according to "Total Research Corporation" as per their EquiTrend Study.• - 1995: Expanded to Canada & India. named "Discovery Channel Catalogue". media brand.

Discovery Channel Southeast Asia Discovery Channel Philippines • Discovery Channel India Discovery Channel Taiwan Discovery Channel Malaysia .Phase 1 : Entry Stage • Discovery Communications in Asian countries. named as "Discovery Channel (Asia)“ Operated by "Discovery Network Asia“ & has 5 channels.

Major Competitors .

Wildlife and Science & Technology in English language. .Strategy • Discovery when entered India back in 1995. • Discovery was the first channel to provide infotainment programs in India. the Indian television market was dominated by entertainment and music channels. • Hence they moved from programming strategy to time band programming. It aired programs related to Nature.

“Hum Paach”. Parents concern towards their children had a positive influence.Journey • Discovery started focusing from niche channel to mainstream channel competitor. - - . etc. “Kusum”. • • This attracted 3 million homes and major reasons behind this achievement was: Viewers got a break to watch a different tangent of shows as compared to hindi family shows such as “Kyuki Saas Bhi Kabhi Thi”. They aired their programs related to science & technology. nature & wildlife in ENGLISH Language.

Lesson to Learn • • In 1999 Discovery introduced a pay channel policy. Rs. cable operators were forced to resume the channel & no of discovery viewers again increased to 12 million.per house. This backfired them & no of discovery viewers went down from 13 million to 8 million. • • . They learn that Indians are extremely price sensitive. But the loyalty of their viewers gave discovery a competitive advantage. Due to the consumers high demand of the channel.5/.

• • • • . now also were aware about various topics. People who did not understand English.Phase 2 : Growth Stage • As an new business player to expand the business in the year 2000. Discovery made a joint venture with two tv channels. They broadcast their shows in Hindi and Tamil languages for 2 hours. DD Channel & Vijay TV. They noticed that the Indian viewers still had a perception of discovery as a channel which broadcasts programs on wildlife & nature.

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. Serious channel with infotainment programs. Discovery is very popular with kids & their parents. Findings of the survey: Most viewers are urban males. • - . Viewers are not aware about the show timings.• In December 2000. age 25-54 yrs. when Mr.

In October launched time bands to mainstream their market. The main intension of this strategy was to communicate their viewers that they can watch the show as per their convenience individually. This helped Discovery to focus on their key target groups. • - - • - 2002: In October a programme guide of "discovery channel" circulated to readers which was attached inside the magazine "India Today“.Changing the Perception • Mass marketing to build brand image & reworking on brand positioning was initiated. "My Time on Discovery". . 118 hrs/week. 2001: In August announced new programming strategy named.

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