MUMBAI: Discovery Travel & Living India is bringing about some strategic changes in its prime time programming. According to the channel’s quarterly plan, the focus is on promoting appointment viewing in the prime time band.
As per the Q1 plan, the channel has launched its Theme Week series in the Monday to Friday 9 pm time slot. During the last six-week period, the programme has already covered themes such as hotels, beaches, food, adventure, wellbeing and lifestyle.
According to Discovery Networks India vice president- Lifestyle Networks Aditya Tripathi, the series will cover topics such as fashion, romance, cooking and incredible India in the coming weeks. Speaking on the response from advertisers, Tripathi said the series had got an encouraging response.
“We have signed advertisers such as L’Oreal, Motorola, Diet Pepsi, Nokia, Nestle Kit Kat and Wrigley’s for various theme weeks coming as part of the Theme Series. More deals are being negotiated. We are promoting the initiative through print advertising and on-air promotions,” says Tripathi.
Discovery Travel & Living has also commissioned two series of Indian programming. “We hope to air our first commission in the second or third quarter of 2006,” comments Tripathi.
The next in the Theme Week series line up, Project Runway, deals with the fashion industry. Slotted for 6 to10 February, the show is hosted by supermodel Heidi Klum. The reality series gives twelve talented fashion designers the opportunity to have their line shown in front of the global fashion community at New York’s Fall Fashion Week.
The winner will also receive $100,000 to launch his or her own line, as well as an esteemed mentorship with Banana Republic. They will also have the chance to have their designs photographed for Elle by the magazine’s world-renowned publication director, Gilles Bensimon.
“Amongst the first three weeks, Beach Week and Planet Food Week have performed the best. Besides the ongoing advertising deals for the 9 pm slot, L’Oreal, Motorola and Diet Pepsi have been exclusively signed for Project Runway Week,” adds Tripathi.
