Discovery launches network for children in India

Mumbai: Mark Hollinger, president and CEO of Discovery Networks International, Wednesday announced the launch of its new network for children in India and said that the local language customisation has been very successful.

"We shall be launching a new network in India - Discovery Kids. Launching in April, the network will initially be available in three languages - Hindi, English and Tamil," Hollinger said.

"Discovery Kids will offer Indian 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 with stimulating and imaginative programming," he added.

Hollinger, who was speaking at a session at the first day of 13th edition of Ficci-Frames, said that in light of the massive digitalisation drive in India, viewers are bound to demand for such distinct television networks.

"I cannot think of any other country, than India, more poised for the launch of such a remarkable network," he said.

Speaking about Discovery India`s performance and company`s investment plans, Hollinger said that the company has expanded its business in India with new channels, new language feeds and path-breaking India productions.

"With availability to over 175 million cumulative households, ad sales growth and innovations and high-decibel marketing, India is one of our key priority markets and we will continue to invest here," he said.

Speaking about the digitalisation drive in India and the country`s subsequent growth potential Hollinger said that there is no other country where people emanate such a sense of optimism.

"The fact that India is moving towards 100 percent digitalisation presents an overwhelming opportunity for all of us. Digitalisation of broadcast will make bandwidth usage more efficient, leading to a wider choice for the viewers and newer opportunities for media companies," he said.

Hollinger said that India is one of the top five growing networks and also revealed the company plans to launch the Discovery Kids network in Indonesia and Philippines after the India launch.