''For us, content is the driver''

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: 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?