Discovery Channel sees growth in Tamil Nadu

Chennai: For those in Tamil Nadu who are forced to watch senseless serials that doesnt add any value to anyones life, Discovery Channel offers a pleasant option.

The channel has started two-hour Tamil feed (8 to 10 pm, Monday through Friday), with a repeat telecast (10 am to 12 noon) the next day. Every night the channel will beam theme-based programmes.

For instance, it will be history on Mondays, science on Tuesdays, forensics on Wednesdays, health on Thursdays and special premieres on Fridays. The channels long-term plan is to extend the Tamil offering to 24 hours a day.

Commenting on the new development, Discovery Communications India managing director Deepak Shourie says: "In Hindi, Discovery Channel has achieved an enormous jump in viewership in regions where the national language is widely spoken. With the Tamil launch we are confident of attracting a large number of Tamil-speaking viewers."

The decision to diversify into Tamil is based on a study which showed that Discoverys non-English and non-Hindi speaking viewers, who do want to miss the channels programmes, understand them better in their respective mother tongues.

Discovery Channel had started its 24-hour Hindi telecast sometime back. Following the Tamil feed, other regional language feeds like Telugu, Malayalam and Kannada are being looked at.

Apart from this, the channel wants to increase its penetration levels. Currently Discovery Channel has 38-per cent penetration in Tamil Nadu as compared to 42 per cent on all-India basis. In Tamil Nadu the channel reaches 2.1 million homes.