That’s how JB Perrette, President of Discovery Networks International (DNI), sees the brand in India in a couple of years. He lauds the goal to take the Indian Media & Entertainment Industry to the $ 100 billion mark, and says it reflects the confidence of a nation on the move
By Ankur Singh
Discovery Networks International grew bigger outside the US than inside it for the first time this year. As the company’s global growth story shapes up, JB Perrette, President of Discovery Networks International (DNI), feels this trend will only continue. He also lists India as one of the top priority markets in the global scheme of things.
Targeting its growth strategy towards entertaining 240 million unique viewers, Discovery Networks India recently grew to 11 distinct networks. The parent company’s increased focus on the fast growing Indian market, which alone delivers 40% viewership out of all Asia Pacific countries, is further testimony to the fact that India is one of the most important markets for the network.
Opportunities galore
In India, Discovery is the biggest non-fiction network. Discovery Channel in the country is beamed in English, Hindi, Telugu, Tamil and Bangla, as against feeds in just English and Spanish in the US.
“We operate in over 220 countries. And, I get amazed to see India’s vibrancy and abundant optimism. The diversity of the Indian television industry and the ingenuity of the leaders amaze people all around the world. I was discussing with my colleagues the role of Television in people’s lives in India. My assessment has been that Television was, is and will continue to be the primary medium for information, learning and entertainment,” says Perrette. “Also, India’s demographic advantage is unparalleled and a significant trigger for growth. There is significant scope to grow for the differentiated and viewer-centric network brands. With 50% of the population under the age of 25, India is one of the most exciting economies for any global media company.”
Perrette lauds the goal to take the Indian Media & Entertainment Industry to the $ 100 billion mark, and says it reflects the confidence of a nation on the move. “The way to achieve it is by building constructive partnerships amongst companies, clients, government, regulator and other influencing entities,” he says.
“India is embracing new technology that keeps broadcasters like us engaged to keep up with the changing tastes and requirements of consumers. Broadcasters will continue to leverage the new Digital, On Demand and OTT platforms for both promotional and revenue advantages. However, no matter what technology we use, at the end of the day, great content is the key to viewer satisfaction,” he observes.
Localization is key
Discovery Network has been focused on making itself a ‘local’ with the Indian audience, and its new and refreshing Hindi entertainment channel, ID – Investigation Discovery, is a strong step in that direction. “India’s multi-cultural, multi-lingual audience presents another growth driver,” says Perrette, adding that innovation is key to monetization, and growth for any media company will continue if they manage to create new viewer segments and matching services. According to him, global companies should have an expert team on the ground which can strategize as per the local market dynamics.
Perrette thinks of Discovery as a global brand. “But, we think it is very important, and a big part of our secret sauce, that when you come to India, people don’t see Discovery as a US brand, but look upon it as a local brand. When you go to Brazil or Argentina or Germany, people think of Discovery as their brand. We have done that by focusing on localization—especially localization of languages. India as a single market has probably the most localization within the market itself. Localization, not just at the Indian level, but at the sub-Indian level, is a huge part of not making the brand feel like we are just bringing in a foreign brand. We are feeding them locally. Ultimately, telling local stories, instead of just dubbing them and making them feel more local. We are really working hard to make the audience feel that Discovery is a local brand. And, this is a very big part of the reason that makes Discovery a success.”
Perrette claims that the brand has actually seen an increase in local programming. “And, we are trying to do more and more every year. But, at the core, we are looking at telling local stories, not just in the Indian market, but local story-telling with an angle to take it global. We really try to focus creatively—less on ‘where is this person from’ and ‘who is producing this show’, but much more on the matter, storyline, plot and the characters relatable in a global context. People want to see where India stands globally. And that’s where we work on local stories with a global spin.”
To this point, Rahul Johri, Executive VP and GM - South Asia and Head of Revenue, Pan-Regional Ad Sales and South-east Asia, Discovery Networks Asia-Pacific, adds, “Our biggest localization effort is in languages. We will continue to deliver an unmatched experience to our viewers across urban and rural India. Our latest dedicated language offering – Discovery Tamil – reaches more than 10 million viewers. The channel has over 200 local and national advertisers. Our new Hindi entertainment channel, ID – Investigation Discovery offers compelling true stories of investigation, crime and suspense.”
Going forward
Perrette’s predecessor Mark Hollinger built Discovery’s international business around organic growth, acquisitions such as SBS Nordic and strategic partnerships such as the one with Eurosport. Talking about his own strategy to grow DNI, Perrette says, “We are always looking at ways to evolve the business. Our core focus is our channels’ business and our organic growth story. But as time goes on, we are always looking to see things that might complement our portfolio.”
As for Discovery’s plan for India in the coming years, Perrette sees the brand as ‘Bigger, Better and Bolder’. “With the kind of competition, we want to be one of the last men standing. Growing our share in India, which still has enormous untapped potential, is one of our biggest priorities,” he says.
