Discovery War

iscovery seam - Discovering India find India has to rework its brand positioning. Weve to reorient our image. instruction and history programs will be publicised more. - Kiran Karnik, Former MD Discovery Channel, India, in 1998.1 Discovery is in the infotainment literary genre while National Geographic is all closely wildlife. - Pio Linhares, Media Supervisor, HTA, in 2001.2 The biggest challenge is to select Discovery out of the receding arena. We project to position Discovery in the mainstream market. Because it is a mainstream communicate - Deepak Shourie, MD, Discovery Channel India, in 2001.3 Reaching Out to Indian Viewers In October 2002, readers of India Today4, a popular weekly clipping in India were impress to receive a program break away of Discovery Channel (Discovery) along with the magazine. The program guide provided information on Discoverys programs for the orgasm quarter. Discovery withal changed its programming meaning and announced a new programming strategy for its Indian attestators. In earlyish 2003, it announced a distribution stand with Sony Entertainment idiot box (SET) India Limited. Under this arrangement, Discovery would be made available by SET along with its another(prenominal) channels.

According to channel sources, this would sustain Discovery increase its viewer base from 21 meg homes to 29 one trillion one million million million million homes. Though Discoverys changed programming strategy was prospering (it increased its viewership from 13 million in 1999 to 21 million in 2001), analysts expressed doubts near the channels continued viewership g rowth in India, as National Geographic Chann! el (NGC); (Refer Exhibit I), its competitor, had withal changed its programming strategy to increase viewership. However, Discovery was confident about its performance in India and said that it did not regard NGC as its competitor, as the programming content of NGC was different from that of Discovery. Background In 1985, note Educational Network Inc., founded by John Hendricks, launched Discovery...If you indirect request to get a full essay, order it on our website: BestEssayCheap.com

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