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Past Issue • Apr-Jun 2014

Discovering Stories Worth Telling

Does localised content on TV networks prove to be more engaging in a globalised world? Rahul Johri, Senior Vice President and General Manager, South Asia, Discovery Channel in a tête-à-tête with Professor Siddharth S. Singh of the Indian School of Business, discusses marketing and regulation in the TV industry and ways to continually engage with the viewer.

Siddharth S. Singh: The Discovery Channel’s growth in India has primarily been through programmes that have been developed in the United States (US) or elsewhere. It has also expanded the channel network to focus on a variety of segments. In addition, much of the content is localised by tailoring it for audiences or dubbing content into the vernaculars. Given this, how do you go about identifying and testing concepts for new programmes for an India specific audience?
Rahul Johri: First of all Discovery is not a US focused channel. If we were a US only channel, our viewership numbers across the world would not be as significant as it is currently. Everybody in the world is interested in wild life, nature, and environment. These are topics that travel very well globally. Another factor to keep in mind is the logistics that underlie our huge network. A wildlife show, for instance, can cover four seasons (spanning a year) in an hour.

ABOUT THE AUTHORS

  • Siddharth-S.-Singh

    Siddharth S. Singh

    Associate Professor of Marketing at the Indian School of Business (ISB). He also heads the ISB’s initiative for excellence in media research, The Media Hub.
  • Rahul-Johri

    Rahul Johri

    Senior Vice President and General Manager, South Asia, Discovery Channel in a tête-à-tête
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