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!

Latest Reads
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

MUMBAI: Can businesses and industries practise their art of selling fairly although they have 'Fair Practices' training during academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India. If the traffic cop is watching,...

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary
Colors emerges strong on strength of Naagin I & II

MUMBAI: One of the top rated shows Naagin Season 2 helped Colors reach a top-ranking position.

Television TV Channels GECs
Pakistan Broadcasters Association to oppose PEMRA Indian content ban

MUMBAI: The Pakistan Electronic Media Regulatory Authority (PEMRA) shocked both Pakistan and Indian broadcasters when it issued an order blanking out  all Indian content from Pakistan’s television channels on 19 October.

Television TV Channels GECs
Sony Pix to telecast 'Jurassic World' on 22 October

Sony Pix will take the viewers on a thrilling, adventurous journey with cloned dinosaurs in their Billion Dollar Premiere property. The channel plans to air Jurassic World on 22 October at 1 pm and 9 pm.

Television TV Channels English Entertainment
Sony AXN scripts deal with Pinewood; buys stake in SVOD service Hopster

Folks at Sony Pictures Television (SPT) are in a celebratory mood. Not only has it signed a six-series deal with Pinewood Television but has also acquired a minority stake in the London-based video subscription service for kids content - Hopster.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories