SATELLITE & CABLE: Discovery takes on aggressive plan to expand in Asia-Pacific

Discovery Network Asia is to take on an aggressive plan this year

to build up a non-fiction entertainment network, with the rolling out of

new channels and programming blocks.

The six-year-old network is set to launch Discovery Travel & Adventure

and programming segments such as Discovery Health, Discovery Kids and

other nightly themed blocks on Animal Planet.

Discovery executive VP and managing director Kevin-john McIntyre said

the network would be "very different" to when it was first launched.

Discovery has opted to build-up "a true network", offering prolific

options for advertisers for non-fiction programming, said Mr

McIntyre.

He added quality content was the motto of Discovery: the network is

spending USdollars 500 million globally on programming, and about 60 per

cent of the content comprises original programmes produced by the

network and its affiliates.

As part of the expansion plan, Discovery will invest USdollars 270

million in the next five years for the travel and adventure channel and

USdollars 375 million to build dynamic health multimedia services.

Eyeing the USdollars 500 billion tourism market in Asia, Discovery

Travel & Adventure is to target 25 to 44 years old, affluent and dynamic

adults.

Currently with a worldwide distribution of 64 million subscribers, the

travel channel features series on travel advice, guides and experience,

as well as destination specials on shopping, leisure and sports

holidays.

Positioned as "truly human television", Discovery Health offers

universal topics about health, wellness, medicine and fitness.

Targeting 25 to 54-year-old adults, Discovery Health will air on the

main channel one hour per day on weekdays and two hours per day on the

weekend.

Although 40 per cent of Asians turns to TV for health information,

Discovery marketing and communications VP Lesley Campbell said the

health category in Asia has yet to be dominated.

This untapped category, she said, offers big potential for the network

as the health market in Asia is worth more than USdollars 500

million.

Discovery Channel is now watched by 59 million households in Asia, where

it is delivered in six feeds and eight languages.

China, India and Taiwan are the top three markets with subscription

rates of 30 million, 18 million and five million homes respectively.

In partnership with BCC, a digital network infrastructure operator,

Discovery will roll-out its 24-hour service via a digital broadband

platform for designated areas in China.

The documentary channel is now offering a two-hour daily programming

block via the cable system to 21 cities and provinces in the

mainland.

Discovery's advertising revenue increased 60 per cent in 2000, said its

regional ad sales director Robert Brimacombe.

He added the network was looking for double-digit growth in 2001.

Mr Brimacombe added that by delivering to the network's Asian, European

and South American channels, the Asian sales team achieved a 75 per cent

hike in revenue.

In China, Mr Brimacombe said advertising slots for science and

technology programmes were "always and almost sold out", while nature

programmes achieved full bookings in November and December.

As Discovery is rolling out more special segments and channels in the

region, Mr Brimacombe said the client base of the network would be

widened in terms of categories.

For existing clients, the expansion is expected to offer marketers more

options to communicate their advertising campaigns.

As a strong endorser and viewing magent for client brands, Mr Brimacombe

said Discovery would explore new research to study the effectiveness of

multimarket advertising.

In additional to on-air commercial and sponsorship, Discovery will take

on an integrated ad sales approach to offer online, on-air and on-ground

communication options to clients.

About 60 to 70 per cent of Discovery's advertising sales come from

traditional on-air commericals, said Mr Brimacombe, adding that the

network is to extend its multimedia services to clients.

New stunts and specials to be featured on Discovery Channel this year

include Airborne, Land of the Mammoth, Space Journey, Southern Traverse,

Giants: Big Cats, Destination Future, Weather X and Deadly Sins.

Founded two years ago in Asia, Animal Planet plans to develop nightly

special prime time blocks with the aim to improving the exclusivity and

uniqueness of the network.

The prime-time themed blocks on Animal Planet include: Monday Madness,

Tuesday Trauma, Wednesday Wilderness, Tame N Trained Thursday, Wet N

Wild Friday, Saturday Action Special and Saved on Sundays.

Advertisers can also run longer duration campaigns on blocks, lifting

the value and exposure of the promotional activities.

Positioned as a family entertaining channel, Animal Planet is now

watched by 18 million households in Asia.