Discovering Ideas For New Ad Series

New Delhi, Sep 18: | Updated: Sep 19 2003, 05:30am hrs
Whats in a name Meaningful partnership possibilties, if the brand name is Idea and the television channel Discovery. In a first of its kind move, Discovery Networks India (DNI) will run a 13-week series titled Idea named after Indias cellular service brand beginning October 5, 2003.

According to Discovery executives, the focus of the programming will be to demonstrate a sequence of ideas that have profoundly impacted the lives of the masses. The list includes: Top Ten Comic Book Heroes, The Wizard of Oz, Perveen Warsi The Curry Queen, Future Visions, Las Vegas - Then and Now.

Says Discovery director (marketing) Aditya P Tripathi: This is the first time in the history of Discovery worldwide that a programming series has used the name of a brand and has thus gone beyond the usual ad spot deal. The programme will reflect the core proposition of Idea - how an idea can change the way you live, work and play.

Will other brands with proper noun names like Nestle, Britannia be also a part of this new ad sales strategy The Idea name clearly had some synergies with our programming content.

For other brands weve been increasingly looking at creating vignettes like the ones we created for Nestle, and the Ministry of Environment; and also some international deals involving Newzealand and Malaysia tourism, says Mr Tripathy. Discovery saw cent percent inventory utilisation during October 2002-January 2003 (on an average it is 80 per cent in a year) and is expecting full consumption of its airtime in the forthcoming festive season.

Last time we had to cut several of our internal ad promotions to accomodate other brands, says Mr Tripathi.

Discovery executives feel that in the last couple of years, the channel has been able to re-position itself from being perceived as a educational, kids channel to a mainstream channel wathched by all.

Earlier a large proportion of brands buying spots was kid-oriented but now all the brands which are active on television are seen in Discovery, says Mr Tripathi, and adds, In the last six weeks weve got ratings better than many English movie and news channels.

The channel is beefing up its Hindi-feed service, which was instrumental in making it a widely watched channel. As per a recent feedback, weve given new dubbing guidlines to make Hindi more conversational rather than bookish, says Mr Tripathi. He ruled out any immediate plans for offering dubbing in any other Indian language.

Intiaives like the recent marketing tie-up with a brand and a focus on India-centric programming (like Discover India on Saturdays and Sundays) will give us growth, says Mr Tripathi.