Animal Planet looking to cross 20 mn distribution mark by year end

MUMBAI: Using the strengths of the One Alliance bouquet, Discovery has been making a concerted effort at strengthening the distribution of sister channel Animal Planet.

The results are starting to show. The reach of the channel is expected to cross 20 million by the end of the year.

Speaking to on Wednesday at a media briefing, Discovery Communications India marketing director Aditya A Tripathi said that that in the past six months the channel had added 4 million homes on the distribution front. Right now Animal is available in 18 million households, Tripathi said.

As already reported on, the channel's global head Peter Weil came to Bangalore recently to announce a partnership with the Bannerghatta national park reserve. He expects to "witness explosive growth" in India.

The channel is currently doing a series of on ground events in the Garden City. If the feedback is great then the initiatives will spread to other centres across the country. Motorcyles have been travelling around the garden city distributing literature on the channel. Kiosks have been set up which have been cut out to resemble animals. On Radio City a contest is being run asking listeners questions about animals.

As far as Discovery is concerned as reported earlier by it will show the documentary The Indian Cowboy, One In A Billion. As far as other programmes are concerned Tripathi added, "We have had success earlier this year with Who Killed Alexander The Great? Later this year we will be airing more specials on Alexander in order to coincide with the release of the movie."

Tripathi added that a unique show that would kick off on the channel next month was Monster House. Here a home is designed according to the passion of the owner. For example if a person loves cars then his bed is put on wheels.

As far as marketing and promotional activities are concerned he added, "We will be rolling out an integrated marketing campaign for the channel next month. The details of this are still being worked out.

On the ad revenue front we are looking to grow at 25 per cent this year. As far as ground events are concerned we are aiming to have a series of them in

the last quarter of the year."

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