Discovery Communications Inc a US-based company is expecting India to become one of its top 10 markets globally in the next decade. Steps are being taken to cater mass viewing segment including sports.
A hybrid strategy is adopted by the company to expand in traditional segment as well as preparea platform to tap on-the-go content consumers.
Karan Bajaj, Discovery Networks Asia Pacific SVP and GM South Asia, said “If you look at pure numbers prospective then I would love India to be among top 10 markets for Discovery globally. At core, we want a scalable play to be among top 10 markets in 10 years.”
Discovery Communications currently operates 12 channels in India. At present, India ranks between 15 to 20 in global markets of Discovery Communications.
The Asia pacific region that includes China and India contributes less than 5 per cent to the network’s global market, added Bajaj.
He also added that there is a lot of scope for growth in India but it is also very difficult and competitive with “top four player having around 70 per cent of the market.”
Discovery has an overall reach of 110 million households in India. Discovery would look at launching more channels to serve the mass segment like JEET- a Hindu general entertainment channel. The channel is expected to be launched at the end of the year or early in 2018.
Bajaj said the company would also look at strengthening its sport segment with its newly launched channel, DSPORT as cricket is a very popular game in India. The channel would like to telecast opening properties and live programing from various parts of the world.