Discovery revamping India channel line-up

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

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