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NEW
DELHI: Discovery Networks is set to launch three channels
- Discovery Science, Discovery Turbo and Discovery HD - in
India by the first quarter of 2009.
The
company had applied to the ministry of Information and Broadcasting
for licences two weeks back.
Discovery
Networks India SVP & General Manager Rahul Johri, said,
"We are witnessing television consumption in India shifting
towards high-quality, credible and entertaining programmes
and an increase in demand for an alternative to soaps, movies
and sitcoms. Channels that have a distinct brand proposition
would emerge as most-preferred destinations for viewers, advertisers
and affiliates alike. Our existing channels are beneficiaries
of this growing trend. This changing market dynamics, research
and viewer feedback suggests that Discovery Science, Discovery
Turbo and Discovery HD will satisfy the demands and desires
of the aspirational India and will further strengthen our
portfolio."
Currently
Discovery India has 91 million subscribers in which Discovery
channel has 36 million subscribers, Discovery Travel and Living
26 million subscribers and Animal Planet 29 million subscribers.
And with the launch of three new channels, the company is
aiming at growing its subscribtion base further.
The
new channels will be available a la carte and bouquet in the
DTH and Cas (conditional access system) areas. However, the
price for the Discovery HD is yet to be fixed as it could
turn out to be an expensive channel.
Says
Johri, "The price of Discovery HD is still to be fixed
as its a premium channel with a higher carriage fee. So the
price of this could be little higher than the normal paid
channels."
Though
at present there is no specific rollout plan for the channels,
it seems like the company is looking at launching Discovery
Science and Discovery Turbo together followed by Discovery
HD later.
Earlier,
National Geographic had announced that it would be launching
four more channels in India.
Discovery International had recently announced the integration
of its India and Asia businesses. "The integration of
Asia and India business has given us direct access to huge
resources for further developement," explains Johri.
Globally,
Discovery Networks has 14 channels. Seven of these are available
in the Asian market. Discovery might soon launch the last
of the seven channels - Discovery Home and Health - in India.
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