MUMBAI: The television business is all a matter of perception and Discovery is well aware of this. The broadcaster is trying to boost desi content through documentaries which will showcase the contemporary face of the country.

There is a perception that Discovery is very American in terms of content. The channel has therefore gone on a drive to acquire ready-made films from Indian production houses, showing India in a way that it has never been seen.

Speaking to Indiantelevision.com a spokesperson for the broadcaster said:" We are looking at independent film makers or established production houses to submit films on India that bring out the contemporary face of the country and lesser known facets of India - the common thread running through all the films we are currently airing on Discover India."

The Discover India hour showcases content dealing with our architecture, mysticism and wildlife every week. However since the programming suffers from a certain element of sameness the channel is looking to diversify. The programmes air every Saturday at 9 pm with repeats on Sunday at 9 am. Discovery is said to have already received over 700 films from producers including the National Film Development Council and the external affairs ministry.

When asked whether Discovery would at an on ground initiative like what National Geographic is doing with Mission Everest the spokesperson said:"We have our own strategy for building viewership and revenues and these do not necessarily include on-ground events."