Indian television industry is poised for a dramatic
transformation. 2012 saw significant changes in almost
every aspect--increase in channel offerings, high-decibel
launches, variety in content, innovative programming
formats, renewed interest in the regional market and
a range of speciality channels being launched.
the same time, delivery technologies have been upgraded,
demanding a review of broadcasters growth strategies.
The defining event for the industry, undoubtedly, was
the roll-out of digitisation process in the four metros.
Six years ago there was no DTH. Today, DTH and digital
cable are transforming the television viewing experience
for thousands of Indian households.
will continue to be the game changer for the Indian
television industry in 2013 as well, when it expands
into 38 more cities in the second phase and beyond.
Viewers will not be restricted for choice of content
because of capacity constraints in analogue cable. Digital
delivery, while providing superior broadcast quality
to viewers, will highlight the real value of media brands
and their unique offerings.
gains in digitisation
growing footprint of digitisation is important for Discovery
Networks. It gives us the opportunity to offer viewers
a complete spectrum of our channels, a wide variety
of quality content and the highest possible viewing
experience. It is one of the reasons for us expanding
our portfolio to eight channels and adding multiple
language feeds across brands.
unmatched and robust bouquet of unique content channels--Discovery
Channel, TLC, Animal Planet, Discovery Kids, Discovery
Science, Discovery Turbo, Discovery HD World, and Discovery
Tamilenjoys immense brand equity and continues
to delight viewers with its sheer range of programming.
programmes probe myriad mysteries, explore countries,
people and cultures, celebrate scientific, engineering
and medical breakthroughs from around the world and
delve into thought-provoking subjects to gain insights
into some of the most fascinating subjects. We have
been the market leader in introducing unique channels
globally and in India such as Factual, Lifestyle, Auto,
Wildlife, Science, Animation and High Definition. With
the launch of Discovery Science, Discovery Turbo, Discovery
HD World, Discovery Channel Tamil, and most recently
Discovery Kids, weve even pioneered new genres
in television programming.
the immense affinity to our networks has proven that
viewers, when offered choice, will prefer well-defined,
entertaining and high-quality content. All these channels
have created new and distinct viewer groups. Others
in the industry have also responded to this consumer
trend by launching multiple channels across categories.
In an emerging digital environment, this ability to
innovate will be a crucial determinant of value for
to broaden scope of TV viewership
forward, digitisation is bound to broaden the scope
of television viewership. The growth in television audience
population representing varied interests, languages
and disparate content preferences has led to audience
segmentation. This, in turn, is encouraging broadcasters
to launch new and differentiated channels and innovative
digitisation, it will be a different game plan for advertisers
to reach their consumers. For advertisers who are continuously
looking to reach out to their unique target group, digitisation
allows them to customise their delivery according to
content platforms, viewer demographics and distribution
reach of channels.
new breed of Indian TV viewers seeks programmes dealing
with information and experiences that have a direct
bearing on their lives and lifestyle. They want insights
into the world that they live, work and travel in just
as much as they crave to see themselves through global
points of view. Evidently, no single channel can hope
to be a one-stop shop for entertainment anymore. Only
those channels that have a distinct proposition will
thrive in this new order, and emerge as the most-preferred
destinations for viewers, advertisers and affiliates
digitisation is complete, we will enter into a pay-per-use
scenario where television viewers can choose from among
multiple options of specialised content according to
their preferences. We foresaw this trend much ahead
of others, and launched TLC in 2004, as we believed
DTH will be a significant step in empowering viewers
to demand content of their choice. The success of TLC
fuelled our decision to launch more specialised channels
like Discovery Science and Discovery Turbo. Our high-definition
offering, Discovery HD World continues to woo viewers
and the trade alike with its breathtaking content. Discovery
Kids, our latest and 8th network offering, has already
ignited the imagination of millions of kids across India.
believe that the pay-TV model will be dominant for years
to come and will change the television landscape for