How will Discovery square up against the new kids on the sofa?
We don’t have to, I guess. People tell me that it’s only on Discovery that there is some agreement among family members. It is like a common denominator. One friend told me that Discovery, unlike other channels, promotes harmony in his home. Some young parents told me that with Discovery around, they don’t need baby-sitters anymore. I hope this will continue to spread. Truth to tell, we learn that Discovery is more popular than cartoons among the 6-14 age-group on Sunday mornings. Having said that, let me admit that we don’t believe we can compete with regular channels. No way. News and sports, nobody can beat them. Mention Discovery and it conjures images of nature and wildlife. But you say it’s much more than that. Are you happy with your brand’s image? I agree, Discovery India has to rework its brand positioning. We’ve to reorient our image. Science and history programmes will be publicised more. Plans are afoot. An ad campaign is on the anvil. More will follow. I believe Discover n
