
SINGAPORE: Discovery Networks Asia has launched its third pay-TV
channel - Discovery Travel & Adventure - to capitalise on interest in
travel and to reach a younger audience of 18 to 44 year olds.
Citing an Asia Market Intelligence report it had commissioned, Discovery
said the travel market in the regional travel market was worth USdollars
500 million. Its director of marketing and communications, Kevin Dickie,
said there was demand for a full-time travel channel as "people in the
region don't have confidence in travel agents". He added: "They still
book holidays through agents but when researching their holiday people
turn to other sources for information."
He said the move is a natural brand extension, as Discovery is about
providing knowledge and information in an entertaining way. With Alive
Networks' demise (media May 25), Dickie said the new venture now had no
direct competitor. Discovery has spoken to online travel companies about
developing a web presence.
New Zealand pay-TV operator Saturn is the first to broadcast the
channel.
The response from Discovery's other pay-TV service has been extremely
positive, said Dickie, adding that Discovery is confident it will have
region-wide coverage by Christmas.