Discovery introduces primetime band, Ultimate Discovery

Discovery Channel has announced the launch of a new one hour primetime band, called Ultimate Discovery, starting October. This time band will showcase some of the channel’s best programmes from 9pm to 10pm every day.

The programming lineup will be centred round themes such as science, technology, the natural world, adventure and exploration.

Talking to afaqs!, Rajiv Bakshi, director, marketing and communications, India, Discovery Networks Asia Pacific, says, “The reason we are introducing this time band is to increase appointment viewing as the largest section of the audience switches on the television at 9pm. Viewer feedback is also very strong at this time. We don't have a soap opera that runs for more than 300 episodes, so we have to work the other way round.”

From next month, Discovery is starting several new shows such as Life When We Left Earth: The NASA Missions, Life in Cold Blood, Alaska Experiment and Fight Quest. New seasons of old shows such as Future Weapons and Man Vs Wild will also go on air.

In an official communiqué, Rahul Johri, senior vice-president and general manager, India, Discovery Networks Asia Pacific, says, “Ultimate Discovery is our firm commitment to viewers to present the biggest, boldest and the most spectacular shows at their preferred hour, every day of the week.”

He adds, “A comprehensive and continuous programming band, it will satisfy viewers' curiosity to explore the world and its ceaseless possibilities. The band offers an equal advantage to the advertisers, who will be able to reach a bigger audience at 9pm.”

For the record, Discovery Communications reaches out to more than 1.5 billion cumulative subscribers in more than 170 countries. In India, the three Discovery brands reach 93 million cumulative subscribers with programming customised in English and Hindi.