SATELLITE & CABLE: Discovery gearing up for multimedia era

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