MUMBAI: Discovery is entering the kids genre in India and will be launching Discovery Kids in the second quarter of the calendar year. The channel will also launch in Indonesia and Philippines.
“Discovery Kids will offer Indian children the ideal combination of learning and entertainment. A unique network in the kids’ genre, Discovery Kids will offer children in a fun and entertaining way to satisfy their natural curiosity with stimulating and imaginative programming. The network will ignite viewers’ imagination through its compelling and differentiated content. In light of the massive digitisation drive in India, we believe viewers will express their demand for such distinct television networks. I cannot think of any other country more poised for the launch of such a remarkable network," Discovery Networks International president, CEO Mark Hollinger said, while delivering his keynote address at Ficci Frames.
India is one of Discovery‘s key priority markets and has grown from a single network to eight distinct and successful networks with leadership across viewership, brand perception and HD technology, he added.
Speaking about India’s growth potential and the impact of the digitisation drive, Hollinger said, “There is no other country where people emanate such a sense of optimism. I find that Indians are raring to go and win in the world. Mix that with Indians’ appetite for information and entertainment and you get a fantastic environment to be in the pay television business. The fact that India is moving towards 100% digitisation presents an overwhelming opportunity for all of us. Digitisation of broadcast will make bandwidth usage more efficient, leading to wider choice for the viewers and newer opportunities for media companies. Digitisation means viewers will be more discerning and I predict that the programming with the best storytelling, compelling characters and stunning visuals will win out.”
Hollinger added that the company is looking to grow its business through other avenues like DVD, retail, publishing and merchandising. He noted that one-third of Discovery‘s revenues comes from the International market. He said that Discovery follows an ownership model for content which will be important in the digital world.
Discovery spends $1 billion in programming a year.
