Discovery Kids targets preschoolers to tweens

Discovery Networks Asia-Pacific has made a foray into the ‘kids’ space with the launch of its eighth channel in India – Discovery Kids. Targeting the kids in the age-group of 4 to 11 years, Discovery Kids has a brand proposition of ‘Igniting imagination and satisfying curiosity’. The content on the channel will range from global to multiple India-themed series.

“There are 370 million children in India being catered to by just a handful of channels. There is a huge gap in quality kids programming in India and we are looking to plug just that with Discovery Kids,” said Rahul Johri, senior vice president and general manager - South Asia, Discovery Networks Asia-Pacific.

Targeting appointment viewing, the channel will have distinct morning, afternoon and evening schedules keeping in view the relevant viewer segments ranging from pre-schoolers to tweens. The programming mix comprises animation and live action series under genres such as adventure, mythology, nature, history and science.

“While most of the current shows have been produced in Discovery’s international offices, we are actively looking at producing local content which will hit the screens soon,” added Johri.
The Discovery Kids website will be unveiled next week. The channel is available in three languages – Hindi, English and Tamil. On DTH platforms, the channel is currently available on Dish TV and Videocon D2H.