Broadcasting major Discovery Networks Asia-Pacific (DNAP) is set to invest over Rs 1,000 crore in a year to add five more channels to its existing six in India.
It has applied to the ministry of information and broadcasting for licence to launch the channels — Discovery Kids, Home and Health, Military, 3D and ID (Investigation Discovery).
“On an average, we are looking at the creation of 1,000 hours of programming a year per channel at a minimum cost of Rs 200 crore. For five channels, this means an investment of anywhere over Rs 1,000 crore next year,” said a senior member of the DNAP management.
The company was expecting to get the licence by the end of this year, the official said, given that the clearance for the three channels launched last year came in about a year.
“The process as a whole is time consuming because of multiple checks that need to be carried out by way of finances and distribution infrastructure capabilities. This takes about a year. We applied for the licence in August last year and we hope to get clearance by the year end,” the official said.
DNAP, the ninth-most viewed network, reaches 20 million homes in India. “We are looking at a sturdy growth rate of over 25 per cent, fuelled by new content, which we think will find acceptance based on our brand value and content credibility, which is aided by the alliance with the global feed,” said Rahul Johri, senior vice-president and general manager, India, DNAP.
It recently launched vernacular (Tamil, Telugu and Bengali) versions of the Discovery feed in India. “We will expand the vernacular feed if and when we feel there is a need for it. As of now, there are no plans in this direction,” Johri said.
