''For us, content is the driver''

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Deepak Shourie has an uncanny ability to re-discover businesses. From print to television, Shourie has left an indelible mark on media organisations he has led so far. It is, therefore, no surprise that his leadership and business acumen have steadied the Discovery channel after early turbulence in India. At the top and far away from the clutter, Discovery is today India’s leading channel with fresh plans to plough deeper furrows. More eyeballs is what channel EVP and managing director Shourie is eyeing, as he launches a separate 24-hour Animal Planet channel in Hindi. For ‘wolfing’ journalists, Shourie is bad news—he doesn’t reveal figures. FE’s Barid Baran found that out the hard way as Shourie told him about his strategies and vision for the road ahead. Excerpts from an exclusive interview:

Why are you recasting Animal Planet in Hindi?

We are not recasting the channel in Hindi. The one in English will remain, like it has for the past ten years. In addition, we will have another in Hindi.

What drives you to do this?

I always felt that we have a social responsibility in taking the message to the masses. What better way to do this in India than give them a product offering in Hindi?

Yes, but why now? Why didn’t you do it earlier, especially in view of the liberal government policies on private channel airing?

It’s not that we have not been ideating on this for some time. No such decision can be made overnight. A great deal of planning and strategies go into it.

How much time did you spend on the market research?

If you have noticed, we had been having test runs on the main Animal Planet channel in snatches, for the past six months.

Isn’t six months short for a pre-launch research exercise?

Not really. You must consider the fact that Discovery has been rated the top channel in India. Over the years, Animal Planet has presented the world of animals through entertaining programming formats. Consistent innovations have enabled us to build strong, nationwide viewership. As an organisation, we do have the ability and the wherewithal to go on air with just six months of research. As you already know, Discovery was the most viewed channel in India in 2007, ahead of English movies, news, entertainment and what-have-you. We felt the time is just right to have it in Hindi.