Discovery Channel (Asia)

World Screen Weekly, November 29, 2007

LAUNCH DATE: 1994

COUNTRIES: Twenty-four countries in the Asia-Pacific region.

OWNERSHIP: Discovery Channel in Asia is fully owned and operated by Discovery Communications, with the exception of Japan, where it is a joint venture between Discovery Networks Asia and Jupiter TV Co.

DISTRIBUTION: More than 115 million subscribers in Asia Pacific.

DESCRIPTION: Discovery Channel provides 24/7 access to non-scripted content that offers viewers insight into the inner workings of the world around us. The channel customizes its programming through subtitling and dubbing in local languages, catering to individual market needs and making the channel widely accessible.

EXECUTIVE VP & MANAGING DIRECTOR: Tom Keaveny

SENIOR VP, REVENUE & SALES: Mark Whitehead

SENIOR VP, MARKETING & COMMUNICATIONS: Kevin Dickie

VP, CONTENT: Vikram Channa

PROGRAMMING STRATEGY: Discovery Channel has ranked as the most-watched regional cable and satellite channel across Asia Pacific for nine consecutive years. The network’s VP of content, Vikram Channa, describes its audience as male skewing, “upscale and affluent” adults aged 25 to 54.

The channel caters to an audience that is made up of a broad regional ethnic distribution. Across Asia Pacific, subtitling is available in Simplified Chinese, Complex Chinese, Korean, Bahasa Melayu, Japanese, Korean, Vietnamese and hearing impaired closed captions, and dubbing is available in English, Japanese, Putonghua, Cantonese, Thai and Mandarin in various markets as well. Channa explains that these offerings are in part why Discovery Channel “captivates audiences across a wide cultural spectrum.”

Also contributing to its broad viewership is the fact that the channel “offers an extraordinary variety” of programming, which Channa describes as “engaging stories that immerse people in our amazing world, while enlightening them with knowledge and new ideas.” These varied offerings fall within the non-fiction entertainment genre, and range from blue-chip nature, science and technology to ancient and contemporary history, adventure and cultural and topical documentaries.

In order to differentiate itself from its competitors, Discovery Asia’s schedule is based on findings from research and focus groups, as well as channel management’s understanding of viewing patterns. Channa explains that “based on market needs, customized programming is offered,” as well. Discovery Channel further differentiates its channel by offering “local productions that touch on regional happenings and interests.”

This locally relevant content is part of the channel’s slate of original productions. These titles include the Ultimate Olympics series, which debuted this year and will run through 2008 as a lead-up to the Beijing Olympics; Man Made Marvels, which looks at some of Asia’s stand-out architecture and engineering; documentaries from the channel’s First Time Filmmakers Malaysia initiative, which premiered in November and were produced in commemoration of Malaysia’s 50 years of independence; and the second season of the Portraits Taiwan biography series, featuring the life stories of famous Taiwanese who have made a difference.

Top-rated shows for the channel differ regionally, but mainly fall within the areas of engineering, biographies and documentaries. “Viewers also have a keen interest in subject matter that they can identify with and relate to,” says Channa. For example, Man Made Marvels: Taiwan’s Hsuehshan Tunnel is the highest-rated program in Taiwan, garnering a 1.77 share among males 25 to 54, while in Asia, the local production Born Again Buddhists is one of the top-10 rated programs. Discovery US productions, including Deadliest Catch, Dirty Jobs, Man Vs. Wild and American Chopper are also top performers across the board.

In terms of acquisitions, Discovery Channel’s programs are either co-produced with their sister networks in the U.S. or are produced from the region under Discovery Networks Asia’s guidance, explains Channa. “The majority of our programming is supervised out of the U.S. Documentary as a genre is quite universal and so it travels well across our varied territories.” When acquiring content for the channel, Channa says they tend to pick up programs that have “a proven audience in the region, but are unlikely to be produced within the Discovery family.” He notes that these are usually of regional relevance, such as history or wildlife fare.

In addition to the channel’s localized websites, viewers can experience Discovery on the go with special made-for-mobile highlights and behind-the-scenes. There are also exclusive wallpapers, ring tones and trivia available for mobile. To cater to individual market demands, Discovery Mobile has WAP, SMS, mobile TV and mobile-on-demand services in English and Chinese across the region. Discovery’s mobile services are available in the Philippines, Malaysia, Singapore, Hong Kong, Taiwan and Australia/New Zealand.

WHAT’S NEW: The network is set to launch an eco-friendly Planet Green weekly programming block, which will feature 50 hours of environmental content. The block will kick off with a new six-part series, Fearless Planet, which features CGI elements and explores the natural formations dotting the Earth. Other highlights in the Planet Green programming block include Ways to Save the Planet, which aims to find solutions to the planet’s environmental threats; the 13-part series Eco-Town, executive produced by Leonardo DiCaprio and his production arm Appian Way; the one-hour film The Future Makers, which follows some of the people in business and technology who are embracing changes on a large scale; and Ecopolis, which explores a virtual city to represent the future of urban living.

New programs rolling out in 2008 include Storm Chasers and Baby Mammoth, while popular series Dirty Jobs, Man Vs. Wild, Deadliest Catch, Most Evil and Everest: Beyond the Limit will return with new episodes.

On the local production front, the channel has just completed an HD documentary that goes behind the scenes at the Hajj in Mecca, Revealed: The Hajj, which is the first of four documentaries on iconic Asian festivals. Others include Deepawali and Chinese New Year.

WEBSITE: www.discoverychannelasia.com

—By Kristin Brzoznowski