Talking about the strategy for Discovery Kids, Karan Bajaj, Senior Vice-President and General Manager (South Asia), Discovery Communications India, said: “We are currently a niche player in the kids’ entertainment space. Our aim is to become one of the top three channels in this genre by the end of next year.”
“Kids are known to develop strong loyalties for IPs (characters) and then want a lot of content around those IPs. Keeping these insights in mind, we are working on revamping Discovery Kids with the launch of a brand new locally- produced IP, which will be launched with over 300 episodes. It will represent nearly 70 per cent of the total programming shown on the channel,” he added.
The broadcaster will follow a 360-degree approach for the revamp of the channel and leverage on synergies in merchandise as well as the gaming space.
“We don’t want to just grow by adding more noise on TV but in a purpose-led way. As part of this strategy, we are focusing on growing our presence in the next 100 million TV households with Discovery Jeet. We will also continue to strengthen our presence in the top 20 million households,” Bajaj said.
Read more :
Discovery India to revamp its kids’ channel: The Hindu Business Line - Mobile edition
“Kids are known to develop strong loyalties for IPs (characters) and then want a lot of content around those IPs. Keeping these insights in mind, we are working on revamping Discovery Kids with the launch of a brand new locally- produced IP, which will be launched with over 300 episodes. It will represent nearly 70 per cent of the total programming shown on the channel,” he added.
The broadcaster will follow a 360-degree approach for the revamp of the channel and leverage on synergies in merchandise as well as the gaming space.
“We don’t want to just grow by adding more noise on TV but in a purpose-led way. As part of this strategy, we are focusing on growing our presence in the next 100 million TV households with Discovery Jeet. We will also continue to strengthen our presence in the top 20 million households,” Bajaj said.
Read more :
Discovery India to revamp its kids’ channel: The Hindu Business Line - Mobile edition
