Discovery Introduces a Crime Channel

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | September 01, 2014
Discovery Network is promoting its new channel Investigation Discovery, which is a big hit in US and shows true stories of crime dubbed in Hindi.

Recently, Discovery Network organized a press conference in New Delhi to share the plans for its future alongside promoting its new channel, Investigation Discovery.

Investigation Discovery

Rahul Johri

A round table session discussed how its 11 channels are doing in India. The network claims to be investing nearly $1.5 billion in content in the near future. Asserting the point that each of its channels has unique content and an in-depth library, it claims to have over two billion plus subscribers all over the world along with 196 television networks in 45 languages.

Discovery Network has over 600 million viewers across Asia of which 240 million are in India, making the country one of its most important markets. In India, the network boasts of distribution to over 300,000 villages. Discovery is present in all the DTH platforms and has a weekly viewership of over 50 million. It is telecast in four languages - Hindi, English, Tamil and Bangla.

The other channels of the network in India are Animal Planet, TLC, Discovery Kids, Investigation Discovery, Discovery Turbo, Discovery Science, Discovery HD World, Animal Planet HD World, TLC HD World.

Investigation Discovery is a Hindi entertainment channel that showcases true stories of crime in America, which have been solved by the authorities there. The stories have been dubbed and rewritten in Hindi to suit Indian needs. Some of the popular series shown here are Evil in Law, Nightmare Next Door, Blood Relatives and others. It is one of the fastest growing channels in the US and was launched nearly a month ago in India.

Rahul Johri, EVP and GM, South Asia, Discovery Networks Asia Pacific & head of revenue, pan-regional ad-sales and Southeast Asia, says, "Translating in Hindi gives our writers a chance to say the same thing but in a way that connects with India. These stories relate to anyone who watches it."

Discovery is heavily into the non-fiction genre. Johri adds that they do not know how to do fiction. "In fiction, content perishes the day it is broadcast while in non-fiction, the content has longevity," he adds. Investigation Discovery
has a larger female audience base than male.

On the Discovery Kids front, the channel will be launching its self-produced animation series titled Kisna in October. Discovery will be showing some of its documentaries like Rann of Kutch Revealed, India's General Election Revealed and Medical Miracles, in the coming months.

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