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

<p>Discovery Network Asia is to take on an aggressive plan this year </p><p>to build up a non-fiction entertainment network, with the rolling out of </p><p>new channels and programming blocks. </p><p><BR><BR> </p><p>The six-year-old network is set to launch Discovery Travel & Adventure </p><p>and programming segments such as Discovery Health, Discovery Kids and </p><p>other nightly themed blocks on Animal Planet. </p><p><BR><BR> </p><p>Discovery executive VP and managing director Kevin-john McIntyre said </p><p>the network would be "very different" to when it was first launched. </p><p><BR><BR> </p><p>Discovery has opted to build-up "a true network", offering prolific </p><p>options for advertisers for non-fiction programming, said Mr </p><p>McIntyre. </p><p><BR><BR> </p><p>He added quality content was the motto of Discovery: the network is </p><p>spending USdollars 500 million globally on programming, and about 60 per </p><p>cent of the content comprises original programmes produced by the </p><p>network and its affiliates. </p><p><BR><BR> </p><p>As part of the expansion plan, Discovery will invest USdollars 270 </p><p>million in the next five years for the travel and adventure channel and </p><p>USdollars 375 million to build dynamic health multimedia services. </p><p><BR><BR> </p><p>Eyeing the USdollars 500 billion tourism market in Asia, Discovery </p><p>Travel & Adventure is to target 25 to 44 years old, affluent and dynamic </p><p>adults. </p><p><BR><BR> </p><p>Currently with a worldwide distribution of 64 million subscribers, the </p><p>travel channel features series on travel advice, guides and experience, </p><p>as well as destination specials on shopping, leisure and sports </p><p>holidays. </p><p><BR><BR> </p><p>Positioned as "truly human television", Discovery Health offers </p><p>universal topics about health, wellness, medicine and fitness. </p><p><BR><BR> </p><p>Targeting 25 to 54-year-old adults, Discovery Health will air on the </p><p>main channel one hour per day on weekdays and two hours per day on the </p><p>weekend. </p><p><BR><BR> </p><p>Although 40 per cent of Asians turns to TV for health information, </p><p>Discovery marketing and communications VP Lesley Campbell said the </p><p>health category in Asia has yet to be dominated. </p><p><BR><BR> </p><p>This untapped category, she said, offers big potential for the network </p><p>as the health market in Asia is worth more than USdollars 500 </p><p>million. </p><p><BR><BR> </p><p>Discovery Channel is now watched by 59 million households in Asia, where </p><p>it is delivered in six feeds and eight languages. </p><p><BR><BR> </p><p>China, India and Taiwan are the top three markets with subscription </p><p>rates of 30 million, 18 million and five million homes respectively. </p><p><BR><BR> </p><p>In partnership with BCC, a digital network infrastructure operator, </p><p>Discovery will roll-out its 24-hour service via a digital broadband </p><p>platform for designated areas in China. </p><p><BR><BR> </p><p>The documentary channel is now offering a two-hour daily programming </p><p>block via the cable system to 21 cities and provinces in the </p><p>mainland. </p><p><BR><BR> </p><p>Discovery's advertising revenue increased 60 per cent in 2000, said its </p><p>regional ad sales director Robert Brimacombe. </p><p><BR><BR> </p><p>He added the network was looking for double-digit growth in 2001. </p><p><BR><BR> </p><p>Mr Brimacombe added that by delivering to the network's Asian, European </p><p>and South American channels, the Asian sales team achieved a 75 per cent </p><p>hike in revenue. </p><p><BR><BR> </p><p>In China, Mr Brimacombe said advertising slots for science and </p><p>technology programmes were "always and almost sold out", while nature </p><p>programmes achieved full bookings in November and December. </p><p><BR><BR> </p><p>As Discovery is rolling out more special segments and channels in the </p><p>region, Mr Brimacombe said the client base of the network would be </p><p>widened in terms of categories. </p><p><BR><BR> </p><p>For existing clients, the expansion is expected to offer marketers more </p><p>options to communicate their advertising campaigns. </p><p><BR><BR> </p><p>As a strong endorser and viewing magent for client brands, Mr Brimacombe </p><p>said Discovery would explore new research to study the effectiveness of </p><p>multimarket advertising. </p><p><BR><BR> </p><p>In additional to on-air commercial and sponsorship, Discovery will take </p><p>on an integrated ad sales approach to offer online, on-air and on-ground </p><p>communication options to clients. </p><p><BR><BR> </p><p>About 60 to 70 per cent of Discovery's advertising sales come from </p><p>traditional on-air commericals, said Mr Brimacombe, adding that the </p><p>network is to extend its multimedia services to clients. </p><p><BR><BR> </p><p>New stunts and specials to be featured on Discovery Channel this year </p><p>include Airborne, Land of the Mammoth, Space Journey, Southern Traverse, </p><p>Giants: Big Cats, Destination Future, Weather X and Deadly Sins. </p><p><BR><BR> </p><p>Founded two years ago in Asia, Animal Planet plans to develop nightly </p><p>special prime time blocks with the aim to improving the exclusivity and </p><p>uniqueness of the network. </p><p><BR><BR> </p><p>The prime-time themed blocks on Animal Planet include: Monday Madness, </p><p>Tuesday Trauma, Wednesday Wilderness, Tame N Trained Thursday, Wet N </p><p>Wild Friday, Saturday Action Special and Saved on Sundays. </p><p><BR><BR> </p><p>Advertisers can also run longer duration campaigns on blocks, lifting </p><p>the value and exposure of the promotional activities. </p><p><BR><BR> </p><p>Positioned as a family entertaining channel, Animal Planet is now </p><p>watched by 18 million households in Asia. </p><p><BR><BR> </p>