SATELLITE & CABLE: Discovery gearing up for multimedia era

Discovery Channel has rolled out six localised websites in Asia-Pacific, as part of an effort to gear up for the development of multi-media convergence. The six websites - in English, Japanese and Chinese - are designated for markets in Southeast Asia, India, Australia/New Zealand, Japan and Greater China. Instead of streaming content directly from the channel, the online media will not replicate what Discovery already offers to television audiences. Much of the online content will be independent of TV programming, with the aim being to offer a wide range of topics relevant to local markets. The channel plans to launch further localised sites and to be actively involved with new media developments such as broadband and interactive television. Discovery Channel director of Asian interactive media Adam Sutherland said the channel will look for partners to enhance the sites' technical, content and distribution development in Asia. Mr Sutherland said "some level of convergence" will inevitably happen in the broadcasting business and that it will bring "lots of potential" in the interactive platform. Advertising, sponsorship and ecommerce are the revenue stream of the online media, and Mr Sutherland said that current clients on board include BP, Sony Sun Microsystems and LG. The Asian sites are an integral part of the channel's integrated marketing and advertising services, and Mr Sutherland said marketers can place their campaigns online, on air and on ground. "With our strong brand equity in many of the key markets, we believe we have an added advantage as we build our online business in Asia," added Mr Sutherland. Launched in May this year, Discovery Online currently has eight staff and plans to develop into a stand-alone business with 15 more staff by next year. Mr Sutherland said the online business will be heavily involved in broadband development but an actual business model had not yet been worked out. The online sites will support the full range of Discovery brands, including Discovery Kids, Discovery Health and Animal Planet. "The Asian sites offer us the opportunity to delve deeper into subjects we know are of interest to Discovery viewers in this region," said Mr Sutherland Amid the bursting of the dotcom bubble, the online business has the twin challenge of limited advertising income and an unlimited burn rate. As a small division with the support of traditional media, Discovery Online has been very cautious in laying out its business plan while at the same time leveraging the resources and services of Discovery Channel. In addition to the online sites, Discovery Online has teamed up with Singapore Cable Vision to support its Worldgate Interactive TV, which enables viewers to access websites and emails through Worldgate.

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