Discovery Networks International is all set to launch a new kids channel in India in April. This channel will be launched for the first time in Asia.
The channel will be available in English, Hindi and Tamil language. “Discovery Kids will offer. Children a fun and entertaining way to satisfy their natural curiosity with stimulating and imaginative programming,” said Mark Hollinger, President and Chief Executive Officer, Discovery Networks International on the sidelines of Ficci Frames.
He added India is definitely poised for growth in this market.” 30% of the population in this country is below the age of 14. In light of the massive digitisation drive in India, we believe viewers will express their demand for such distinct television networks. I cannot think of any other country more poised for the launch of such a remarkable network,” he added.
The company plans to roll out the channel in Indonesia and Philippines later this year, he said. Discovery Networks' channels include its flagship Discovery, Animal Planet, TLC and Discovery Turbo. Recently the network launched Tamil, Telugu and Bengali versions of the Discovery feed in India.
The company also expects a significant boost to its subscription revenues from satellite television digitisation in India and expects the country to be its biggest satellite television market in the next few years, he said.
Digitisation of broadcast will make bandwidth usage more efficient, leading to wider choice for the viewers and newer opportunities for media companies. “Digitisation means viewers will be more discerning and I predict that the programming with the best storytelling, compelling characters and stunning visuals will win out,” he said.
