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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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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Reaching out to Indian Viewers Contd...

Sanjay Raina (Raina), Associate Director, Marketing, said, "The booklet is laid out in an easy-to-use manner, so that consumers can plan their viewing on Discovery by flipping through its pages and locating the different time bands."5

Discovery also changed its programming content and announced a new programming strategy for its Indian viewers. In early 2003, it announced a distribution tie-up with Sony Entertainment Television (SET) India Limited.

Under this arrangement, Discovery would be made available by SET along with its other channels.

According to channel sources, this would help Discovery increase its viewer base from 21 million homes to 29 million homes. Though Discovery's changed programming strategy was successful (it increased its viewership from 13 million in 1999 to 21 million in 2001), analysts expressed doubts about the channel's continued viewership growth in India, as National Geographic Channel (NGC); (Refer Exhibit I), its competitor, had also 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...

Excerpts >>

5] Discovery Banks On Innovation to Announce Its Programming Line Up,, October 4, 2002.

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