Discovery Channel is a satellite TV channel, distributed by Discovery Communications. This channel has gained immense popularity amongst all age groups. Founded by John Hendricks, this American based cable TV channel comprise of programmes that are similar to documentaries. The programmes revolve around specific topics of interest and the corresponding narration follows the visuals.
The flagship channel of `Discovery Communications` was launched in 1985 that later took the name Discovery channel. The Discovery Channel, headquartered in Bethesda, Maryland, began operations in India in 1995 and reached 10 million households four years later, which is approximately 25 percent of Discovery`s reach in the U.S. market. By 2002, Discovery enters India operations to double to some 20 million households, comprising about 100 million cable viewers. The programmes aired in India are at least 10 % culturally neutral in content. It has something for everyone as a provider of wholesome "edutainment." Presently, the channel offers 29 network brands in 33 languages globally.
The channel has grown considerably and during its journey, it has always presented its viewers with knowledgeable content. The Discovery Channel today reaches over 431 million homes in around 170 countries. Discovery Networks International offers 19 television brands, thus reaching around 746 million cumulative subscribers. In India, three Discovery brands reach 79.5 million cumulative subscribers with programming available in English and Hindi. Discovery Channel has had distinguished parameters when it comes to programmes with an Indian context and contemporary foreign programmes. They are well composed, authentic, visually appealing and also supported with Indian language voice over.
Discovery Channel was previously better-known for its nature and animal programming; however, it also started to offer programmes based on non-fiction that focused primarily on the themes of popular science, history, and knowledge about the different countries of the world. Whereas previously the channel was known exclusively for its science documentaries, it now includes a blend of documentaries and reality shows.
Popular programming on the Discovery Channel today includes Shark Week, an annual week of programming dedicated to facts about sharks; Deadliest Catch, about fishing for crab in the Bering Sea; popular science show MythBusters; Dirty Jobs about difficult jobs; and FutureWeapons, about the weapon technology of the future. Temple of Apollo "Colours of India", airs every Monday and showcases different hues of our ancient nation and gives an unprecedented access to the old and the new India. Viewers get to go behind the world`s second largest mass rapid transit system - The Delhi Metro and get to witness the Other Side of Outsourcing with Thomas Friedman. Other programmes on this channel include Painted Nation, an analytical look at India`s vanishing hand-painted commercial art and what is replacing it. "Spiritual Nation" is aired on this channel and it takes the viewer on a journey across the country to experience some of its unique faiths, beliefs and rituals. Some of the programmes include Lost Temples of India and Valley of the Gods.
Every Wednesday its time for the viewers of Discobgo on a trip with "Destination India", a voyage across the many spectacular landscapes and fascinating cities with intrepid travelers. Programme such as Jeremy Piven`s Journey of a Lifetime and Himalaya with Adventure of BhutanMichael Palin form an integral part of this channel curriculum. Next on every Thursday is "Wild India", a comprehensive guide to the wild side. With programmes such as Ladakh - The Forbidden Wilderness and In the Pink, a story about 20,000 flamingos descending on the city of Mumbai every year.
Virtual History, on Discovery, is the first TV documentary to completely reconstruct the secret plot of kill Hitler, a key moment in history that was never originally caught on film. A conscious blunder of programmes with Indian content and contemporary themes has helped Discovery Channel to maintain a sustained viewer ship. The Discovery Channel carved out a unique educational niche among other entertainment-oriented channels like Zee-TV, STAR-TV, and SONY. The Discovery Channel judiciously focused on expanding its viewership among children by sponsoring various interschool quiz programs, and launching educator guides to help teachers use the channel as an educational resource. To widen its subscriber base, Discovery Channel has recently customised its programs in India by either dubbing them in Hindi or providing Hindi voiceovers.
The experience of the Discovery Channel in India demonstrates that a substantial number of viewers heartily consume educational content, provided that it is of high quality and in their own language. Majority viewers in India love Discovery Channel for its aesthetic and cultural nature.
