Kolkata is the third largest market for Discovery Channel in terms of viewership, which has grown by 30% in the last quarter of 2008 over the previous quarters of the year. Programmes like Ultimate Discovery, which was launched in October 2008, has contributed to the growth.
“After Mumbai and Delhi, Kolkata is our third largest market. Actually the taste of the viewer is changing with time, they want entertainment with information,” said Rajiv Bakshi, director, marketing and communications, Discovery, networks Asia-Pacific.
For the last three years since 2006, Discovery has been the number one English channel, he said.
“Our nine o’ clock viewership has gone up by 62% in the fourth quarter of 2008 and the prime time viewership has gone up by 47% in the same period. Our channel share is 126% higher than Star Movies on the nine o’ clock slot,” he told reporters at a press meet to announce a fresh line up of Ultimate Discovery for the first quarter of 2009 in the city on Thursday.
About year-on-year growth, he told FE that relative channel share has gone up by 20% in the last year. Discovery channel has an 18% share in the English channel market in India.
Bakshi said they cater to a growing niche market, which demands contemporary, relevant, informative programmes.