MUMBAI: Discovery World HD is leaving no stone unturned to tap into India’s growing regional phenomenon. It has started Hindi, Tamil and Telugu language feeds for specific markets. Discovery seems to be targeting the mass audience with the three largely spoken languages in the country.

Discovery Communications India vice-president and head premium and digital networks Zulfia Waris told Indiantelevision.com, “We are delighted to add three new feeds. The introduction of local languages is an attempt to further solidify our leadership position in key markets across the country.”

The service has started on Intelsat20 @68.5 degree East satellite. The language feed will be available on all the cable and DTH platforms that have Discovery HD World in their bouquet of channels. The user the language feeds through the audio option button.

At present, Discovery operates several factual entertainment channels in India, including Discovery HD World, Discovery Channel, TLC, Animal Planet, Discovery Science, Discovery Turbo, Discovery Kids and Dsport. The network’s recently launched GEC, Discovery Jeet, has feeds in Hindi, Tamil and Telugu as well.

There are over 270 regional channels out of 500 channels overall in BARC. The regional viewership is higher than the Hindi viewership and has a market share of 47 per cent.

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