Televisionpoint.com Correspondent | Mumbai
Discovery Channel is launching 11 new shows starting January 11, 2009. The channel has also unveiled a nationwide advertising campaign for Ultimate Discovery, a one-hour time band, where shows ranging from science, technology, history, natural world, adventure and exploration are aired.

The 11 new shows lined up for 2009 will start with the Cool stuff, which premieres on January 11, followed by Discovery Project Earth on January 30, Republic Day Special on January 26, Jaguar Adventure on January 28, Discover India on January 30, Into the Unknown with Josh Bernstein on February 2, Next World on February 19, Man vs Wild on February 24, Cosmic Collisions on March 6, Holi Special on March 11 and Time Warp.

Rahul Johri, senior vice-president and general manager, India, Discovery Networks Asia-Pacific, said, "We launched Ultimate Discovery in October with the promise to offer the biggest, boldest and most spectacular shows at 9 pm every day of the week. We are delighted that viewers across India are enjoying the vast range of fascinating programmes that are showcased in this amazing band. We are just as glad that we are able to offer a greater advantage to the advertisers, who are able to reach a bigger audience at 9 pm."

In its first two months itself, Ultimate Discovery claims to have recorded phenomenal viewership gains resulting in Discovery Channel widening its gap. Performance highlights in the first eight weeks: Watched by 24 million viewers in eight weeks; Overall Discovery Channel viewership jumps by 21 per cent; Discovery Channel's 9 pm viewership up by 31 per cent; DSC ahead of NDTV 24x7 by 193 per cent; and Discovery's lead over Star Movies jumps to 57 per cent (Source : TAM ,TG : CS4+ , All India, Weeks 41-48, 9 pm).

Unveiling the advertising campaign, Johri said, "The campaign promises to take viewers to a refreshing, enriching and entertaining journey in the real world. The advertising uses real-life stunning visuals, signifying Discovery Channel's unique programming strength, unmatched excellence, quality and credibility."