Animal Planet launches 24-hour Hindi feed

Televisionpoint.com Correspondent | Mumbai
Animal Planet has announced the launch of a new parallel 24-hour Hindi feed, which would go on air from April 1, 2008. The channel has come up with a time-band strategy to familiarise its viewers with the programming schedule and with India-centric shows.

Animal Planet, claims to reach 287 million subscribers in India. The channel at 34 per cent stands behind National Geographic's 55 per cent share in the category. Subscribers will be able to opt for the parallel Hindi feed through their cable or DTH operators.

Deepak Shourie, EVP & Managing director, Discovery Networks India, said, "Animal Planet's unique and engaging content attracts strong viewership from across age groups, genders and geographies. Animal Planet is ideally poised to leverage this competitive advantage. In India today, there is an overwhelming interest in wildlife and nature, and the strong demand from viewers and our research highlighted the need for a parallel 24-hour Hindi feed. Being the only television network dedicated to people's fascination with nature and wildlife, the new initiatives are expected to delight our viewers and advertisers alike."

Animal Planet is also planning to introduce well-defined time bands, to enable better communication of the diversity of its content, to both existing and potential viewers.

The four one-hour long time-bands include 'Safari' at 8 in the evening; 'Masters of the Jungle' an hour later featuring wildlife enthusiasts such as David Attenborough and Jane Goodall; 'Animal Planet Week' starting at 10 pm; and 'Wildlife Encounters' of the predator and prey starting at 11pm. A series of India-centric programmes is also on the cards.

Discovery could also be launching two new channels by the year end adding to its bouquet of three channels - Discovery Travel and Living, Discovery and Animal Plant.