presentationon discovery channel by anupam

8/7/2019 presentationon discovery channel by anupam

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DISCOVERING THE INDIAN

MARKET :THE DISCOVERYCHANNEL WAY

India is not developing countryit is already developed

barack obamaPresented by

ANUPAM KUMAR


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Introduction

In 1985, cable educational Network inc.,

founded by Jhon hendricks, launched discovery

channel in USA. Entered into Japan in 1987.

In 1995 came into India and Canada.

Indian market dominated by entertainment

channel and discovery was infotainment.

It seems hard to survive because language used

by discovery in English and India is Hindi

speaking country.


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Discovery family

Discovery Channel

TLC

Animal Planet

Travel Channel

Discovery Health

Channel

Discovery Times

Channel

Discovery Home Channel

Discovery Kids Channel

The Science Channel

Military Channel

Discovery en Espanol

Discovery HD Theater FitTV


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Consolidating the presence

Meaning - The act of combining into an

integral whole.

Discovery announced --------

It would consolidate new programs.

sourcing world-class programs from

Discovery's 14 channels across the globe.

Analysts pointed out---------

That none of the programs were produced

in India because of high expenditure.


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Facts and figures

In 2000, NGC enter into agreement with STAR network

in India.

Discovery was strong in northern India, NGC was strong

in South India.

Discovery announced that it would launch a 24-hour

feed in Tamil.

In March 2002, it snapped its ties with Vijay TV and

announced that it would air Tamil programs onweekdays. It was reported that the channel would offer

programs on the basis of themes.


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In June 2002, Discovery entered into a joint

venture with Sony Entertainment Television, with

an equity structure of 74:26. The majority stakewas held by Sony.

We are now strategically positioned to be the No

1 television network in the country." According to

reports, the alliance would help Discoveryincrease its reach from around 21 million homes

to around 28 million homes.


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After collaborating with sony , it is expected to

gain a 50% increase in both advertising and

subscription revenues. 330 brands had advertised on the channel and

that the channel had registered a 50% increase

in ad revenues.

Discovery's decision to air programs on thebasis of viewership patterns helped it attract

advertisers.


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In order to consolidate its position, in January 2003,

Discovery announced the launch blue planet with BBC.

Introduced program like, Special on World War II,

Bismarck, Great Romances of the 20th Century, and

Kitchen Chemistry etc.

Analysts were worried about the channel's future in

India. Because NGC announcing that it would air new

non-wildlife programs on its channel. Discovery also faced competition from specialty

channels such as Cartoon Network, CNBC and CNN,

because they offered a different genre of programs.


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India

India with a growing upper middle class,

booming economy, and a changing mindset is

the best country to launch the internationallifestyle portfolio.

India is the second fastest growing economy

next to China.

India also has a huge work-force. Professionalsin various fields work abroad, at developed

countries as well as developing countries.


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conclusion

As I understood discovery worked on cultural

evolution process.

India is the country that having oldest culture ,having good reputation in all over the world, so

there is only need of positioning it

As Discovery channel had discover its market in

the entire world by re-enact, redesign social,technical process like wise we can also discover

the Indian market with the help of good

marketing strategy.


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THANK YOU

presentationon discovery channel by anupam

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