Steady does it for Discovery Travel & Living

MUMBAI: Though it's early days yet, initial figures of Discovery Travel & Living, India's first international lifestyle channel, indicate that the channel has had a modest and positive start.

As per Tam data findings for the period 26 September to 27 November (TG CS 15+ AB, six metros) the channel has attained a reach of 8.71 per cent.

Speaking to about the channel's performance thus far, Discovery Communications director marketing Aditya Tripathi says, "We would call it a positive start, since these are actually figures achieved before we started our advertising campaign. Though a niche channel, we expect the reach to grow in the coming months as we are now concentrating on 1 million + cities. So, though our primary viewership is really in the SEC A bracket, we are also concentrating on the aspirational audience. To widen the scope of our viewership, we are in the process of launching new programmes by the next month."

Asked for his take on the positioning of the channel and on the data released, general manager, investments and new initiatives, Starcom, Manish Porwal says, "In terms of reach for the initial period, one expected modest numbers for a niche lifestyle channel like Discovery. One would say the reach anywhere below 20 per cent for any new channel is a modest start. In the future too, one doesn't expect some crazy numbers in terms of reach simply because the channel is aimed at a target audience with a different mindset.

Source: TAM Peoplemeter System, TG: CS 15+ AB, Period: 26/9/04 to 27/11/04, Market: 6 metros

Porwal further adds, "What the channel has to look at is a reach for 5 min or 10 min, which would determine the stickiness of the programmes and to attract certain brands. So, in the long run, the channel has to concentrate not on the number of people watching it as it would necessarily concentrate on SEC A, but for how long they watch it."

Way to go for this premium, niche lifestyle channel!

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