Themes : Differentiation
Period : 1995-2003
Organization : Discovery Channel, Sony Entertainment Channel
Pub Date : 2003
Countries : India
Industry : Media and Entertainment
- Kiran Karnik, Former MD - Discovery Channel, India, in 1998.1
- Pio Linhares, Media Supervisor, HTA, in 2001.2
- Deepak Shourie, MD, Discovery Channel India, in 2001.3
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.
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.
1] Interview with Kiran Karnik, www.rediff.com, August 14, 1998.
2] National Geographic Inches Ahead of Discovery, www.agencyfaqs.com, March 16, 2001
3] Interview with Deepak Shourie, www.agencyfaqs.com, September 3, 2001
4] India Today is one of the leading current affairs magazines in India.
5] Discovery Banks On Innovation to Announce Its Programming Line Up, www.agencyfaqs.com, October 4, 2002.
More ICMR India Case Studies
|Business Environment||Business Ethics||Business Reports||Business Strategy|
|Corporate Governance||Economics||Enterprise Risk Management||Finance|
|HRM||Innovation||Insurance||IT and Systems|
|Leadership and Entrepreneurship||Marketing||Miscellaneous||Operations|
|Project Management||Short Case Studies||Cases in other Languages||Free Case Studies|