Discovery Channel - Discovering India
Case Studies in Business Marketing

ICMR HOME | ICMR Case Collection

To download Discovery Channel - Discovering India case study (Case Code: MKTG052) click on the button below, and select the case from the list of available cases:



Current Exchange Rates
INR 300.00 = USD ($),
                 = GBP (£),
                 = EURO (€)
Currency data courtesy coinmill.com
INR is INDIAN RUPEES (Rs.)

» Marketing Case Studies Collection
» Mini Cases on Marketing Management
» Micro Cases Studies on Marketing
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies

Google
Webicmrindia.org
My status


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.

Register for the IBSAT 2008 Bulletin & Application Form
Click Here


Case Details:

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

Themes

Differentiation
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

Abstract:

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.

Issues:

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

Contents:

  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

Keywords:

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

Discovery Channel - Discovering India - Next Page>>



Fundamentals of Marketing Management Workbook
Work Book - Rs. 500
ICMR Workbooks Collection

Case Studies in Marketing - Vol. II
Case Volume - Rs. 1500
ICMR Case Volume Collection

 Fundamentals of Marketing Management
Text Book - Rs. 500
ICMR Textbooks Collection
Google
 

Case Studies Links:- Case Studies, Mini Case Studies, Micro Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Volumes.