Discovery Channel - Discovering India

            
 
Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

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

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:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search


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.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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 >>


Custom Search

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


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

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

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.