Discovery Channel - Discovering India

Changing Perception Contd...

In August 2001, to address the above two issues, Discovery announced new programming strategy with around 118 hours of new programming per week. This strategy was implemented in October 2001. The new strategy – 'My Time on Discovery'- was based on viewer needs and viewing habits. Commenting on the new programming strategy, Shourie said, "The concept of 'My Time on Discovery' recognizes the viewing convenience of each family member individually and collectively, by giving them what they want from Discovery at the time that they want it, while still catering to the family as a whole.

In this way the new viewer response will be `Discovery is a must watch for me', and in the process provide advertisers a focused platform to reach out to their key target groups."¹⁶

According to channel sources, the new strategy was also aimed at attracting advertisers. Shourie said, "We've achieved critical mass, and now the objective is to monetise the existing viewership."

Discovery introduced programming blocks targeting different viewer segments on the basis of broadcast time. Time bands were introduced on the basis of the viewing patterns of viewers across all age groups.

In August 2001, Discovery announced the launch of six time bands – Sunrise (Weekdays 7 a.m to 9 a.m), Discovery Kids (Weekdays 3 p.m. to 4 p.m.), Action Zone (Weekdays 4 p.m. to 5 p.m. with a repeat at 11 p.m.), Prime Time (Weekdays 8 p.m. to 11 p.m.), Friday Showcase (9 p.m. to 11 p.m.) and Super Sundays (7 a.m. to midnight) (Refer Exhibit III). In April 2002, Discovery extended its six time bands to nine bands with the introduction of Woman's Hour (Weekdays from noon to 1 p.m.), Amazing Animals and Late Night Discovery. According to analysts, the new strategy highlighted the range of programs offered by Discovery and also differentiated the Discovery channel from NGC. Analysts felt that with increasing competition from NGC, Discovery was forced to differentiate itself from the kind of programs offered by NGC.

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16] Discovering Change, The Hindu Business Line, August 13, 2001

Case Details

Case Code : MKTG052
Themes: Differentiation
Case Length : 10 Pages
Period : 1995-2003
Organization : Discovery Channel, Sony Entertainment Channel
Pub Date : 2003
Teaching Note : Available
Countries : India
Industry : Media and Entertainment

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