Discovery travel channel hits air after Alive's exit

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.