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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"Discovery India has to rework its brand positioning. We've to reorient our image. Science and history programs will be publicised more."

- Kiran Karnik, Former MD - Discovery Channel, India, in 1998.1

"Discovery is in the infotainment genre while National Geographic is all about wildlife."

- Pio Linhares, Media Supervisor, HTA, in 2001.2

"The biggest challenge is to get Discovery out of the niche arena. We plan to position Discovery in the mainstream market. Because it is a mainstream channel"

- Deepak Shourie, MD, Discovery Channel India, in 2001.3

Reaching out to Indian Viewers

In October 2002, readers of 'India Today4,' a popular weekly magazine in India were surprised to receive a program guide of Discovery Channel (Discovery) along with the magazine. The program guide provided information on Discovery's programs for the coming quarter. Along with programming information, it provided a program summary. The program guide was in the form of booklet that could be pulled out from the magazine and retained by the consumer.

This move was aimed at familiarizing Indian viewers with Discovery. According to channel sources, a market research survey revealed that while viewers loved to watch Discovery; they were not aware of its programs and their broadcast timings.

Discovery Channel - Discovering India - Next Page>>

1] Interview with Kiran Karnik,, August 14, 1998.

2] National Geographic Inches Ahead of Discovery,, March 16, 2001

3] Interview with Deepak Shourie,, September 3, 2001

4] India Today is one of the leading current affairs magazines in India.

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