History overtakes Discovery in metros
Even in relatively underdeveloped television markets like Latin America, the share of factual entertainment is close to 15% and GECs also command the same. In India, however, the equation is skewed with GECs hogging 50-55% of the television pie.
“The GEC space in India is saturated and growth will come from other genres,” says AETN18's Chacko. “The overall action in the factual entertainment space has increased with more players coming in, and it is going to grow exponentially now.”
The government’s mandate for digitisation in metros by March 2012 and across the country by 2014 is also expected to expand the reach of niche channels as subscription improves and genres are properly monetised.
Discovery officials were not available for comment. However, in an email, the channel said it led the genre nationally as suggested by TAM data.
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