Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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Through its alliance with Sony for distribution and marketing, Discovery announced that it expected to gain a 50% increase in both advertising and subscription revenues. The channel announced that in the year 2002 around 330 brands had advertised on the channel and that the channel had registered a 50% increase in ad revenues. According to analysts, Discovery's decision to air programs on the basis of viewership patterns helped it attract advertisers. In order to consolidate its position, in January 2003, Discovery announced the launch of a new series The Blue Planet, which explored under water life. This program was co-produced with BBC and it took 5 years to complete the series at a cost of around 7 million pounds.
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Along with Blue Planet, Discovery also announced the launch of new programs such as, Special on World War II, Bismarck, Great Romances of the 20th Century, and Kitchen Chemistry etc. |
However, analysts were skeptical about the channel's future in India. They felt that with even NGC announcing that it would air new non-wildlife programs on its channel, it would be very difficult for Discovery to increase viewership. Discovery also faced stiff competition from specialty channels such as Cartoon Network, CNBC and CNN, which, though they offered a different genre of programs, attracted viewers to their channels. Will Discovery garner more revenues and increase its viewership base in India? Only time will tell.
Exhibit I: National Geographic Channel
Exhibit II: Discovery Consumer Products Division
Exhibit III: Discovery India Time Bands
Exhibit IV: Discovery Channel TVC
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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