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Case
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Reference no. 503-100-1
Subject category: Marketing
Published by: IBS Center for Management Research
Published in: 2003

Abstract

The case explores the entry of the Discovery Channel in India during the mid-1990s and its growth in the country. The reasons underlying the channel''s success in India and its initial programming strategy have been discussed. The case also explores the reasons behind Discovery''s decision to change its programming strategy and use time band programming. Detailed information is provided about Discovery''s image in India and its efforts to change that image and portray itself as a mainstream channel instead of a niche channel. Finally, the case examines the future prospects of Discovery in the light of growing competition from the National Geographic Channel. The case is structured to enable students to: (1) understand the reasons for the success of an infotainment channel in India, even though it did not have localised programmes; (2) understand the contribution of programming mix towards the success of a channel; (3) understand the reasons behind Discovery''s decision for a change in image and positioning; (4) understand the importance of promotion strategies in enhancing brand image; and (5) understand the importance of airing programmes in local languages to gain viewership in countries where several languages are spoken. The case is intended for MBA/PGDBM level students for the marketing curriculum.
Location:
Industry:
Size:
Large
Other setting(s):
1985-2003

About

Abstract

The case explores the entry of the Discovery Channel in India during the mid-1990s and its growth in the country. The reasons underlying the channel''s success in India and its initial programming strategy have been discussed. The case also explores the reasons behind Discovery''s decision to change its programming strategy and use time band programming. Detailed information is provided about Discovery''s image in India and its efforts to change that image and portray itself as a mainstream channel instead of a niche channel. Finally, the case examines the future prospects of Discovery in the light of growing competition from the National Geographic Channel. The case is structured to enable students to: (1) understand the reasons for the success of an infotainment channel in India, even though it did not have localised programmes; (2) understand the contribution of programming mix towards the success of a channel; (3) understand the reasons behind Discovery''s decision for a change in image and positioning; (4) understand the importance of promotion strategies in enhancing brand image; and (5) understand the importance of airing programmes in local languages to gain viewership in countries where several languages are spoken. The case is intended for MBA/PGDBM level students for the marketing curriculum.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1985-2003

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