Discovery Networks India has applied to the Ministry of Information and Broadcasting to launch three new 24-hour channels – Discovery Science, Discovery Turbo and Discovery HD.
Discovery currently has three channels in India, namely Discovery Channel, Discovery Travel & Living and Animal Planet. The Ministry approval is pending and the launch is expected in the first quarter of 2009.
Rahul Johri, SVP and general manager, Discovery Networks India, said, "We are witnessing television consumption in India shifting towards high-quality, credible and entertaining programmes and an increase in demand for an alternative to soaps, movies and sitcoms. Channels that have a distinct brand proposition would emerge as most-preferred destinations for viewers, advertisers and affiliates alike. Our existing channels are beneficiaries of this growing trend. This changing market dynamics, research and viewer feedback suggests that Discovery Science, Discovery Turbo and Discovery HD will satisfy the demands and desires of the aspirational India and will further strengthen our portfolio."
Discovery Networks International had recently announced the integration of its India and Asia businesses to leverage resources in the region more effectively.