Discovery War

iscovery seam - Discovering India find India has to rework its brand positioning. Weve to reorient our image. acquaintance 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 close to wildlife. - Pio Linhares, Media Supervisor, HTA, in 2001.2 The biggest challenge is to select Discovery out of the nook arena. We project to position Discovery in the mainstream market. Because it is a mainstream contain - Deepak Shourie, MD, Discovery Channel India, in 2001.3 Reaching Out to Indian Viewers In October 2002, readers of India Today4, a popular weekly cartridge holder in India were impress to receive a program hap of Discovery Channel (Discovery) along with the magazine. The program guide provided randomness on Discoverys programs for the orgasm quarter. Discovery withal changed its programming essence and announced a new progr amming strategy for its Indian watchmans. In earlyish 2003, it announced a distribution tie beam 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 one one million million million million million million homes. Though Discoverys changed programming strategy was favourable (it increased its viewership from 13 million in 1999 to 21 million in 2001), analysts expressed doubts close the channels continued viewership growth in India, as National Geographic Channel (NGC); (Refer Exhibit I), its competitor, had in addition 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 o f Discovery. Background In 1985, note E! ducational Network Inc., founded by John Hendricks, launched Discovery...If you sine qua non to get a full essay, order it on our website: OrderEssay.net

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