Discovery Channel - Discovering 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.

Case Details:


Case Code : MKTG052 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


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


The case explores the entry of Discovery Channel in India during the mid-1990s and its growth in the country. The reasons underlying the channel's success in India and its initial programming strategy have been discussed. The case also explores the reasons behind Discovery's decision to change its programming strategy and use time band programming. Detailed information is provided about Discovery's image in India and its efforts to change that image and portray itself as a mainstream channel instead of a niche channel. Finally, the case examines the future prospects of Discovery in the light of growing competition from the National Geographic Channel.


• Understand the reasons for the success of an infotainment channel in India, even though it did not have localized programs.


  Page No.
Reaching out to Indian Viewers 1
Background 2
Discovering India 4
Changing Perception 5
Marketing 'Discovery' 6
Consolidating The Presence 7
Discovering The Future 8
Exhibits 9


Discovery Channel, India, 1990, growth, programming strategy, time band programming, image, mainstream channel, niche channel, future prospects, National Geographic Channel

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