The company has applied to the Ministry of Information and Broadcasting to launch three new and diverse 24-hour channels - 'Discovery Science, Discovery Turbo and Discovery HD', according to a release in Chennai.
Pending the ministry's approval and upon launch of the three new channels expected in first quarter of 2009, the company would provide viewers with an increased choice and wider range of compelling distinct and high-quality programming.
Company General Manager Rahul Johri said "we are witnessing television consumption in India shifting towards high-quality, credible and entertaining programmes and an increase in demand for an alternative to soaps, movies and sitcoms. Channels that have a distinct brand proposition would emerge as most-preferred destinations for viewers, advertisers and affiliates alike.
"Our existing channels are beneficiaries of this growing trend. This changing market dynamics, research and viewer feedback suggests that Discovery Science, Discovery Turbo and Discovery HD will satisfy the demands and desires of aspirational India and will forther strengthen our portfolio".