Discovery revamping India channel line-up

<p>NEW DELHI: Discovery Networks International's Indian arm will introduce </p><p>programming blocks during the day to cater to different target groups </p><p>and demographics. </p><p><BR><BR> </p><p>The change will take effect on October 1 as part of the "My time on </p><p>Discovery" strategy unveiled by Discovery Communications India's </p><p>newly-appointed chief executive Deepak Shourie. </p><p><BR><BR> </p><p>Sunrise, Discovery Kids, Action Zone, Prime Time, Friday Showcase and </p><p>Super Sundays are among the programming blocks which will be introduced </p><p>by the 24-hour pay channel. Discovery, which offers its 21 million home </p><p>home subscribers a 24-hour parallel Hindi audio feed in addition to its </p><p>English feed, also airs a block on the South Indian language channel </p><p>Vijay TV three times a week. </p><p><BR><BR> </p><p>"The concept recognises the viewing convenience of each family member </p><p>individually and collectively," said Shourie. He said the strategy was </p><p>backed by extensive studies the channel has undertaken to research </p><p>audience- viewing patterns across demographics, helping it identify the </p><p>most popular day parts for each group. </p><p><BR><BR> </p><p>Shourie said the change was prompted by a key insight on the channel </p><p>uncovered in the research. "The conclusive consumer feedback that has </p><p>come across is: 'Discovery is a great channel - I love to watch it, but </p><p>I don't know what to watch and when'," he said. </p><p><BR><BR> </p>