Bookmark and Share  
 

“By 2010, TLC will reach 50 million subscribers in India”

Pallavi Srivastava August 19, 2010
 

Discovery India’s travel and lifestyle channel ‘Travel & Living’ is going for a makeover and from September 01, the viewers will see it in a new avatar with a new name TLC. The company’s India steward Rahul Johri speaks to MediaWorldBuzz’s Pallavi Srivastava about this entire makeover and what expectations Discovery has from these changes…



Mr. Rahul Johri SVP and GM, India, Discovery Networks Asia – Pacific


MediaWorldBuzz:  What are the chief reasons to change Discovery Travel & Living to TLC, while Travel & Living in itself was an established brand in the country?

Rahul Johri: Discovery Travel and Living has a proven track record in India as a credible, high-quality network and is the number one international lifestyle channel. The change in name from Discovery Travel and Living to TLC is a part of Discovery’s global alignment strategy as the channel embarks on a refreshing journey by adding new dimension to lifestyle programming through introduction of innovative formats, spunkier hosts and swankier locales; promising ultimate viewing experience.

This change in name is based on the fact that consumer preferences are fast changing with consumers getting increasingly discerning about the content. This will continue to grow in future as well. We understand this change and the rebranding exercise is an attempt to communicate to the audience that we acknowledge their new preferences and have changed ourselves to suit the customer requirements.  It will also provide a fresh perspective to our audience, reiterating our commitment to enhance the entertainment experience for the audience.

   

Shift to TLC also reiterates our commitment towards our affiliates and advertisers by providing them with a valued platform to reach to their target audiences

MediaWorldBuzz:  What sorts of changes have been there in the channel apart from the name change?

Rahul Johri: TLC viewers will now be able to enjoy a bigger, better, bolder channel with new faces, new genres and new places. The programming on TLC will include content focused on lifestyle, food, travel, the environment, home improvement and gripping human interest stories.

The new robust programming line-up on TLC, will include over 150 hours of captivating content which includes 15 premiere shows, 6 new hosts, 11 new seasons and innovative genres such as extreme adventure, family and makeovers.

MediaWorldBuzz:  What is the positioning of TLC?

Rahul Johri: TLC is a new entertainment channel offering an unprecedented mix of compelling content from inspirational shows to reality - lifestyle, food, travel, the environment, home improvement and gripping human interest stories. TLC celebrates everyday life and special occasions by offering both new perspectives and shared experiences from real-life people in remarkable circumstances. TLC brings you life that’s anything but ordinary.

Our primary target audience is upscale SEC AB English speaking audiences both males, females and couples between 18 to 45 years. Our focus is top 10 cities in India. Apart from this, the aspirational character of the channel attracts secondary audience as well.

MediaWorldBuzz:   What are your expectations with this entire makeover? Where do you see TLC one year down the line?

Rahul Johri: TLC has a strong heritage – it is currently ranked as one of the top 10 entertainment channels in the US. We plan to replicate similar success and more in India.

TLC is a major investment and making TLC an international success is a top priority for Discovery Communications. By end of 2010, TLC will reach 50 million subscribers in India. By 2011, TLC will be available in more than 75 markets reaching more than 100 million subscribers.

MediaWorldBuzz:   What kind of initial response are you expecting from the audience?

Rahul Johri: Though the actual change in name and format happens on September 01, but we are very optimistic about the response from viewers, advertisers as well as the distribution networks.

We have been extremely successful in the past with Discovery Travel and Living and with the renewed format and styling the TLC’s acceptance is expected to grow only further.

MediaWorldBuzz:   How has been the initial response from the advertisers?

Rahul Johri: Advertising on TLC is expected to witness quantum leap as the channel’s ability to reach larger audiences combined with its persuasive synergy keeps increasing exponentially as we upgrade the content and the level of lifestyle entertainment. Due to high focus on premium brands, TLC has experienced repeat purchase by big advertisers validating the strength of the channel.

MediaWorldBuzz:   How many brands you have on board currently?

Rahul Johri: TLC today has a robust base of 400 high quality brands.

MediaWorldBuzz:   What is the size of English TV entertainment genre in India? What sort of growth you expect in this segment in coming time?

Rahul Johri: The English entertainment genre, comprising Lifestyle channels, has 0.21% share of the Indian Television viewership. With the changing viewership habits of Indian audience, we definitely foresee a rise in the growing popularity of these channels.

MediaWorldBuzz:   English entertainment category is at a very nascent stage in the country. What according to you will drive the growth in this segment in the next few years?

Rahul Johri: Indian television is in an evolution stage - adapting vigorously to various technological and demographical changes. Besides, with increased global exposure, the consumers are getting increasingly discerning about the content demanding more factual entertainment and even localisation of the contents. This as a phenomenon will only continue to grow in future years. Discovery realises this as a challenge and has taken an early mover advantage by offering factual and local content driven programmes.

We at Discovery are therefore determined to provide differentiated and diversified contents across various genres, which will give massive boost to the English entertainment industry. Thus, going forward the television business will be about creating quality, branded and fact based entertainment - diversified content will be the ‘Key’ nels for different purposes like News, Entertainment, Sports, and Business etc. We could similarly have different genre in FM industry. With the expansion to 500 cities in Phase III, the footprint is only going to get bigger and better. Even today with a presence in 91 cities, reaching approx 45% of India’s population, FM is a medium no advertiser can afford to ignore and with the implementation of Phase 3 will make life a little easier for the broadcasters