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| Indiantelevision.com's
Kidology |
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| Discovery
to enter kids genre, Discovery Kids to launch
in Q2 |
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| Indiantelevision.com
Team |
| (14 March
2012 9:26 pm) |
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MUMBAI:
Discovery is entering the kids genre in India
and will be launching Discovery Kids in the second
quarter of the calendar year. The channel will
also launch in Indonesia and Philippines.
“Discovery Kids will offer Indian children
the ideal combination of learning and entertainment.
A unique network in the kids’ genre, Discovery
Kids will offer children in a fun and entertaining
way to satisfy their natural curiosity with stimulating
and imaginative programming. The network will
ignite viewers’ imagination through its compelling
and differentiated content. In light of the massive
digitisation drive in India, we believe viewers
will express their demand for such distinct television
networks. I cannot think of any other country
more poised for the launch of such a remarkable
network," Discovery Networks International
president, CEO Mark Hollinger said, while delivering
his keynote address at Ficci Frames.
India
is one of Discovery's key priority markets and
has grown from a single network to eight distinct
and successful networks with leadership across
viewership, brand perception and HD technology,
he added.
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Speaking
about India’s growth potential and the
impact of the digitisation drive, Hollinger
said, “There is no other country where
people emanate such a sense of optimism. I find
that Indians are raring to go and win in the
world. Mix that with Indians’ appetite
for information and entertainment and you get
a fantastic environment to be in the pay television
business. The fact that India is moving towards
100% digitisation presents an overwhelming opportunity
for all of us. Digitisation of broadcast will
make bandwidth usage more efficient, leading
to wider choice for the viewers and newer opportunities
for media companies. Digitisation means viewers
will be more discerning and I predict that the
programming with the best storytelling, compelling
characters and stunning visuals will win out.”
Hollinger added that the company is looking
to grow its business through other avenues like
DVD, retail, publishing and merchandising. He
noted that one-third of Discovery's revenues
comes from the International market. He said
that Discovery follows an ownership model for
content which will be important in the digital
world.
Discovery
spends $1 billion in programming a year.
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