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.

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