| MUMBAI: Lifestyle
is no longer the uncharted frontier on television. Discovery Travel and Living
launched in October 2004, amidst speculation that a 24 hour lifestyle channel
will never take off with Indian audiences, the ratings have consistently proved
otherwise. The competition may gripe all they want, but the channel shows no signs
of faltering.
Today, with innumerable choices
of lifestyle destinations, brands, gadgets, speciality cuisine restaurants available
on television at a click of the remote, the viewer's profile has changed to being
upwardly mobile. These changes have resulted in increasing the viewer's desire
for international lifestyle content. And, it is here that Discovery Travel and
Living has scored.
Discovery Travel and Living has managed to keep ahead
of its competition with its wide array of shows. It has managed to gain traction
with audiences in all age groups. This season's Theme Week series on primetime
has only added to the growing popularity of the channel.
When a television
channel puts a home-decorating show in prime time, it's clear that lifestyle programming
has earned a seat at the table. The channel's programming has given viewers an
alternative to soaps and movies. The fact that lifestyle-oriented programmes on
travel, food, makeovers and fashion has gained viewership is visible with news
channels and regional language channels airing lifestyle oriented blocks. With a view to showcase a
variety of shows on various cultures, traditions, cuisines, people and personas,
nature, fun and frolic, Discovery Travel and Living have come up with a mix of
shows with good content.  |
| Globe Trekker
host Justine Shapiro during Trinidad's annual Carnival on the show's Great Festivals
episode | The hit TV documentary series American
Chopper has fans asking for more. All about the goings-on behind the scenes
at Orange County Choppers, a custom motorcycle fabrication company located in
Rock Tavern, New York, American Chopper also shows the interplay between the Teutels,
Paul Sr. and Jr., as they create motorcycles as works of art. So also, shows featuring
international celebrity chefs like Keith Floyd, Kylie Kwong and Madhur Jaffrey
have done well season after season.
Another show that appeals to all
age groups is Biker Build off, where two builders are competing. They are
given a set time to come up with a brand new design for a chopper, build it and
ride it to the contest destination, which is normally a motor show. The people
present at the motor show judge the winning bike. There are a couple of India-centric
shows also, like Floyds India, Cooking with Madhur Jaffery and the recently
aired Incredible India series.
An aggressive rollout of the channel
is an important element of this year's strategy to lure more viewers. The channel
started this year with a focus of promoting appointment viewing in the prime time
band. It has also commissioned two series of Indian programming. As reported earlier
in Indiantelevision.com, Discovery Networks India vice president- Lifestyle Networks
Aditya Tripathi said, "We hope to air our first commission in the second
or third quarter of 2006." "We have signed advertisers such as
L'Oreal, Motorola, Diet Pepsi, Nokia, Nestle Kit Kat and Wrigley's for various
theme weeks. More deals are being negotiated. New initiatives are being promoted
through print advertising and on-air promotions," said Tripathi.
 |
| Beach
Week host Samantha Brown | The lifestyle-centric channel
is not planning to sit back on its performance. Discovery Travel and Living's
programming mix of original shows and series, off-network acquisitions and library
exploitation continues to pay royal dividends to parent company Discovery. Looking
ahead, the channel will air recently acquired BBC's lifestyle titles like Friends
for Dinner and Jeremy Clarkson Meets The Neighbours. It is tougher
to get recognized on general entertainment channels, but viewers find premium
programming wherever it is. It is celebratory time at Discovery Travel and Living,
with the channel hosting a special party today (17 March) at the Park Hyatt at
Goa. Tagged ' Get a Life', it offers an exclusive experience for everyone who
matter in the television industry, media, marketing, distribution and the team
of employees who work with the channel. Promising to be an event that would be
talked of in the days to come, it has been planned keeping the overall theme of
the brand. And why not, lifestyle is only getting bigger on television. | 
