With 30 per cent of India's population falling in the under-14 age bracket, Discovery Networks Asia Pacific has decided to tap into the kid's genre with its new network, Discovery Kids.
The announcement was made by Mark Hollinger, president and chief executive officer, Discovery Networks International in his keynote address at FICCI Frames 2012/03 in Mumbai.
For the record, Discovery Kids was first launched in North America in 1996 and was relaunched in the US in 2010.
When quizzed on why Discovery chose to tap into a genre that is still very miniscule in India, Hollinger explained, "We look at India as a brand that focuses a lot on knowledge. However, distributors see a huge gap in the Indian market within the kids' space when it comes to providing content to this genre, which is entertainment through education. And so, we decided to launch the channel in India."
Through Discovery Kids, the network intends to offer content that combines both learning and entertainment for kids.
"In the light of the massive digitisation drive in India, we believe viewers will express their demand for such distinct television networks. I cannot think of any other country more poised for the launch of such a network," Hollinger noted.
While the channel will be launched with 100 per cent international content, the network will look to include and increase local content ratio to 50 per cent.