Discovery Channel - Discovering India


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Case Details:

Case Code : MKTG052
Case Length : 12 Pages
Period : 1995-2003
Pub Date : 2003
Teaching Note : Available
Organization : Discovery Channel, Sony Entertainment Channel
Industry : Media and Entertainment
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Changing Perception

After Shourie took over as MD, he commissioned a market research to find out how Indian viewers perceived Discovery. The research highlighted the following points:

• Discovery channel viewers consisted of mostly urban males between 25 - 54 years.

• Around 60% of its viewership was from the SEC A and B.

• Discovery was very popular with kids and their parents...

Marketing 'Discovery'

Along with program restructuring, Discovery focused on marketing initiatives to enhance its image among viewers. It conducted a yearly audio-visual quiz contest for school students across India to increase awareness about the channel among kids...

Consolidating The Presence

Discovery announced that it would bring in new programs to consolidate the gains made by the new programming strategy. It planned to source world-class programs from Discovery's 14 channels across the globe...

Discovering The Future

Through its alliance with Sony for distribution and marketing, Discovery announced that it expected to gain a 50% increase in both advertising and subscription revenues...

Exhibits

Exhibit I: National Geographic Channel
Exhibit II: Discovery Consumer Products Division
Exhibit III: Discovery India Time Bands
Exhibit IV: Discovery Channel TVC


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