Television

Discovery travel-lifestyle channel to launch in October

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/05/Discovery.jpg?itok=16OXs6fl

NEW DELHI: Discovery Networks India today announced that it would launch Discovery Travel and Living -- as reported by Indiantelevision.com earlier -- a new channel aimed at upper and upper-middle class audience in October.

India would be the first country where the idea of Discovery's lifestyle portfolio would be incubated for replication in other global markets in 2005.

Today's announcement is part of a series of other similar channel launches as outlined by Dawn L. McCall, president of Discovery Networks International, in June when he had told international media, "We saw a real opportunity in the market. A lot of people have been dabbling in (lifestyle); no one has been really willing to commit the dollars necessary to really build this segment of the business."According to McCall, "India, with its growing and dynamic TV market and emerging middle-class, is the right place to begin Discovery Networks' new lifestyle endeavour."

On cue, Discovery India's executive vice-president and MD Deepak Shourie today told journalists, "I think the time in India has come for this type of a channel." He also added that the company hopes to "create a set of channels to take documentary (making) and non-fiction to new heights."

The other two channels, to be formed from existing networks Discovery Travel & Adventure, Discovery H & L and Discovery Health, may be launched in India later, but Shourie did not offer any other detail. As a natural progression, some programmes that are now seen on Discovery Channel in India would migrate to the new channel.

Discovery Travel and Living will be distributed in India by One Alliance. Shourie, however, did not divulge the price of this proposed pay channel.

The company expects the channel to provide a new and unique platform for advertisers by targeting a discerning audience comprising upscale and young adults with active interests in the age group of 18-45. It is also likely to expands Discovery's ability to attract new audiences and advertisers who have traditionally not advertised on Discovery (high-end watch companies like Tag Heur) as traditionally lifestyle advertising has been in print due 

to lack of focused TV platforms, Discovery India executives claimed.

How has the Indian consumer changed? Making a presentation today, Discovery India said consumption no longer is just a function of income as there are 10 million credit card holders; disposable income has risen by over 270 per cent since 1990; dual income families are now a widespread urban phenomenon and there is a fundamental shift in consumption patterns of the Indian consumer.

"Despite the rapid growth of television industry in India, advertising spends on lifestyle brands have traditionally been restricted to the print medium," Shourie said, adding, "Discovery Travel and Living will provide advertisers with a dynamic media vehicle to reach a well targeted and defined viewership profile."

Some more figures to validate why Discovery Travel and Living is making its international debut in India:

In the 1990s, organised retail added 1 mn sq feet space per year.

In 2003, 10 mn sq ft was added, while in 2004-05, about 40 mn sq ft is expected to be added. According to Shourie, when his colleagues from the parent company came to India, they were taken to Gurgaon, on the outskirts of Delhi, where a mall mania is sweeping the region. "Seeing the place and the growth, they were convinced that Discovery Travel and Living should debut in India first," Shourie said as an aside.

The new channel is targeted at upscale urban households across the country (18-20 million households by October, said Shourie) with a cosmopolitan outlook. The treatment of the channel and its programming would be aspirational, glamorous and smart.

The programming genres will include travel, health & well-being, food & cuisine, automotive & motoring, home design & décor, hobbies and outdoor leisure. "Local (Indian) programming would be introduced in 2005, which would be acquired," Shourie added.

Some of the programmes that are likely to be seen on the new channel include Celebrity Travelogues, Globetrekker, Floyd's India, Cooking for Love (a blind date show blended with cookery), Date Patrol, Biker Build-Off, He's Gotta Have It, Great Vacation Homes, Superhomes, Other Peoples' Homes, While You Were Out, The Chris Lowell Show, Tim Brooke-Taylor's Golf Clubs and World Poker Tour.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/anil.jpg?itok=rp4oX9JR
Sabido TV scriptwriting workshop in Mumbai on 23 November

A unique scriptwriting workshop is being organized by the Hong Kong based One Talk Production group in partnership with the indiantelevision.com group from 23-27 November and 29-2 December 2017 in Mumbai.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/charlie.jpg?itok=JcvPrf27
BBC Global news Appoints Charlie Villar as new COO

BBC Global News Ltd, the BBC’s commercially funded international news arm, has announced the appointment of Charlie Villar to its newly-created Chief Operating Officer position.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/vicom.jpg?itok=XzmI9t6N
Viacom Inc misses EPS forecast but revenue beats expectations

Even as its India business, Viacom18, celebrates its 10th anniversary, Viacom Inc’s stock on Nasdaq came under pressure after missing the earnings per share (EPS) forecast for the fourth quarter ended September 30, 2017. The company also reported financial results for the fiscal year ended...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Rajesh_Kamat.jpg?itok=nQaRNSaU
People are Viacom18's strongest competitive edge, says Rajesh Kamat

The mood is celebratory at Viacom18’s offices as it readies for its invite-only tenth anniversary bash at Mumbai’s NSCI Dome on the evening of 17 November. The Reliance-Viacom joint venture satellite TV network is ranked among the top five–and probably in the top three in the Hindi GEC space–in...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Danish_Khan.jpg?itok=8dS0Vx8s
'Porus' will alter the economics of the ecosystem, says SET's Danish Khan

MUMBAI: Gone are the days when high budget would only indicate stellar Bollywood movies. Today, even the Indian television industry is not leaving any stone unturned to give its audience the same feel and quality.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Aditya_Pittie.jpg?itok=n3RxQhyN
Epic TV completes 3 years, launches new show 'Sharanam'

MUMBAI: Commemorating the completion of three years on Indian television on 19 November, infotainment channel Epic TV will add a range of new shows starting with Sharanam, which will be narrated by Juhi Chawla.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Sabrina_D%E2%80%99Souza.jpg?itok=r5SmgPFc
Want Colors Infinity viewers to experience the brand: Viacom18's D'Souza

MUMBAI: Indian audiences are refining their taste for content, giving rise to several niche genres. The best way for a niche channel can make itself visible through the clutter is by creating an impactful brand image.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/sunny.jpg?itok=bYzI948p
Discovery Kids to launch 'Sunny Bunnies' in India

Discovery Kids has announced a deal with Media I.M Incorporated, a London-based content distribution company, to premiere the hit animation series Sunny Bunnies in India.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/republic.jpg?itok=JcUSmxJb
Republic TV continues to lead English news genre despite bumps

Broadcast Audience Research Council of India’s (BARC) weekly data for week 45 of 2017 (Saturday, 4 November 2017 to Friday, 10 November 2017) reveals that Republic TV’s viewership has reached a new low point since it was launched in May 2017. Despite garnering just 0.524 million weekly impressions...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories