@FF12: Discovery to launch kiddie channel in India

15 Mar,2012

Video and Text By Shruti Pushkarna


President & CEO of Discovery Networks International, Mark Hollinger announced the launch of its new network for children in India, ‘Discovery Kids’. The announcement came on the sidelines of FICCI Frames 2012 that is being held in Mumbai from March 14 to 16.


The channel will be available in three languages. Mr Hollinger said, “We shall be launching a new network in India – Discovery Kids. It will be launched in early April and the network will initially be available in three languages – Hindi, English and Tamil.” The company plans to roll out the channel in Philippines and Indonesia later this year.


Mr Hollinger said, “Discovery Kids will offer children a fun and entertaining way to satisfy their natural curiosity with stimulating and imaginative programming.” He added, “India is definitely poised for growth in this market. 30% of the population in this country is below the age of 14. In light of the massive digitization drive in India, we believe viewers will express their demand for such distinct television networks. I cannot think of any other country more poised for the launch of such a remarkable network.”


[youtube width=”400″ height=”250″]http://www.youtube.com/watch?v=gzeqO3KTTww[/youtube]

The company also expects a significant boost to its subscription revenues from satellite television digitization in India and expects the country to be its biggest satellite television market in the next few years, said Mark Hollinger.


Speaking about the digitalization drive in India and the country’s subsequent growth potential Mr Hollinger said, “The fact that India is moving towards 100 percent digitalization presents an overwhelming opportunity for all of us. Digitalization of broadcast will make bandwidth usage more efficient, leading to a wider choice for the viewers and newer opportunities for media companies. Digitization means viewers will be more discerning and I predict that the programming with the best storytelling, compelling characters and stunning visuals will win out.”


Talking about the share of revenue from India, Mr Hollinger said, “International markets account for one-third of our operating profit, of which India contributes a significant part. We don’t break it down on a regional level. India is one of the top five growth markets on a worldwide basis.”


He also said that going forward the company is looking to enter retail, merchandising and licensing space.


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