Discovery Networks Asia-Pacific Expands into Kids’ Market

MUMBAI: Discovery Networks Asia-Pacific (DNAP) is to launch Discovery Kids in the region, starting with India, Indonesia and the Philippines.

The target audience for Discovery Kids is 4- to 12-year-olds and their parents, with the core target audience being kids 7 to 10 years old. Content highlights from Discovery Kids at launch include the Discovery-produced series Headrush featuring Kari Byron (Mythbusters), Think Big and Wild Kratts. Headrush provides children with an hour of games and experiences, while Think Big features young inventors who might have the next big hit. The animated series Wild Kratts, created by real-life zoologists Chris and Martin Kratt, is a cartoon series that combines science education with fun and humor. Discovery Networks Asia-Pacific launched its first network in the region in 1994 with Discovery Channel.

Mark Hollinger, the president and CEO of Discovery Networks International, said, “Discovery Kids will offer children the ideal combination of learning and entertainment. A unique network in the kids’ genre, Discovery Kids will offer children a fun and entertaining way to satisfy their natural curiosity and explore their world with stimulating and imaginative programming. The network will ignite viewers’ imagination through its compelling and differentiated content.”

“With the entry of Discovery Kids in the region, we’ve added a new channel to our portfolio dedicated exclusively to children that reflects the content on Discovery,” added Tom Keaveny, the president and managing director of Discovery Networks Asia-Pacific. “Parents know what to expect from Discovery—a trusted and safe environment for their children. Discovery Kids delivers on our brand promise to provide quality programming, now to a younger audience, which we hope will grow with us.”