''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.

Wouldn’t the Hindi channel encroach upon the viewership of the English channel?

Our experience shows that this will not happen. We are present in 160 countries with Animal Planet programmes in 24 languages and a viewership of 300 million. In India, we have a viewership of 28 million. The Hindi channel will increase viewership as it will take Animal Planet to smaller towns and cities. But I am sure that niche viewers of the Hindi channel will not go anywhere. They will remain. It is a lifestyle thing with them.

How do you plan to promote the new Hindi channel?

Discovery Communications India offers a bouquet of channels like the Discovery, Animal Planet and Travel & Living. Each has its own niche but together provide a unique platform for inter-channel promotion. We will go cross-channel for promotions.

That’s for TV. How about print?

We will do that as well. We have definite plans to brand based on content. We may go for cross-channel branding, which may not be restricted to intra-company channels.

What spend are we talking about?

Well, we will be investing monies. However, can’t we leave that aside for the time being?

I guess, we can’t...

For any new initiative, there has to be fresh investment.

Will it be fresh programming?

No the content will remain the same as on English channel. We will have Hindi voice-overs. Since, there will be no new programming, the investment will be limited.

Will the advertising rates change?

New ad rates may come in, depending on viewership. Once we have increased eyeballs, there is a possibility that rates might change.

Will the advertiser profile also change with the Hindi channel?

There is a possibility.

What would you say is the Unique Selling Proposition (USP) of Animal Planet?

The USP is the animal kingdom.

Unlike other channels, say National Geographic, which bungs in themes that are not restricted to wildlife, Animal Planet is all about animals. That’s the selling point, in very simple terms.

Discovery also has programmes not restricted to the animal kingdom.

And Travel & Living is a lifestyle niche. If you take a final call, you will notice that Animal Planet is the only channel that offers you a 24-hour insight into the world of animals, including their flora and the fauna. In India, conservation is now a top priority and an increasing number of people are now willing to throw in their lot behind a campaign to conserve. It is this awakening that Animal Planet draws upon, and the channel in Hindi will go a long way towards improving the situation further. Especially in Hindi, the channel would be able to blasts myths and misconceptions. For us, the content is the driver. It is what establishes and sets apart our brand image.

Could there be more India-specific programmes as part of this branding strategy?

In fact, we are already airing India-specific programmes for sometime now. Ghost of the ganes, When the bamboo flowers, Great cats of India, Caught in the moment, The Jeff Corwin experience, Croc from Mars, Rhino Patrol, In search of the King Cobra and Tiger zero are some such programmes. Corwin recently spent a considerable length of time in India to complete shooting a show. Meanwhile, we are offering viewers easy navigation and have announced programming bands. This will help viewers navigate the channel better.

What are time-bands?

These are four, one-hour-long time stretches. For example, from Monday to Saturday at 8 pm, you will have Safari. Then, from Monday to Saturday at 9 pm, viewers will get Masters of the Jungle. Similar time-bands with specific programmes will be available throughout the day and week.

Talking about competition, there’s a word going around that National Geographic is the reason why you are launching a 24-hour Animal Planet channel in Hindi. What’s your take on that?

Come on. As I have already said, we’re the only channel that is 24 hours dedicated to the animal kingdom. If you look at National Geographic, you will see that their offerings include other subjects, as well. National Geographic is not the reason why we are going Hindi. I don’t know why this issue crops up from time to time. Animal Planet is a joint venture between Discovery Communications and BBC Worldwide in all international markets except the UK and the Italy. I must reiterate that we are competent enough to be incisive, with or without competition. No, we aren’t afraid of anyone, and nothing prompts us to jump strategies except our conscience and sense of social responsibility.

Is it impossible to get financial figures out of you?