''For us, content is the driver''

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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.