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February-March 2015
NEWS & VIEWS
More to discover this year at Discovery Asia
Discovery Channel Asia has always been known for offering programmes that have both educational and entertainment values . But with audience tastes and preference changing over the years , how does DNAP ensure that its content remains relevant ? Arjan Hoekstra : Discovery Channel has always been the go-to channel for high-quality nonfiction programming . We are the number one international channel in Asia-Pacific and have been the number one regional channel for 15 consecutive years . This shows that we are still connecting very well with our viewers , through compelling and relevant programming .
We have been investing in high-quality content and will continue to do so . Our content investment in the past seven years has increased from US $ 500 million to $ 2 billion . We started out heavily developing content for US networks and taking it around the world ; today , we have international production teams based in various markets , dedicated to producing global content . Some of these titles include Nomad Chef on TLC and Wild But True on Discovery Kids , which were produced out of Asia-Pacific .
What are the current challenges DNAP face in terms of attracting more audience in the Asia-Pacific region , and what strategies are being employed to overcome these challenges ? Hoekstra : With so many operators and different offerings available , viewers are spoilt for choice .
Discovery Networks Asia-Pacific ( DNAP ) received six commendations at the recent Asian Television Awards 2014 in Singapore , including the coveted Cable & Satellite Network of the Year .
Being one of the most popular pay-TV channel brands in the Asia-Pacific region , DNAP specialises in non-fiction entertainment with 15 brands , namely Discovery Channel , Animal Planet , TLC , Discovery Kids , Discovery Science , Investigation Discovery , DMAX , Eve , Discovery Home & Health , Discovery Turbo , Discovery HD World , Eurosport , Eurosport News , Food TV , and The Living Channel . In addition , DNAP programmes are broadcast in 15 different languages and dialects on 55 feeds , reaching more than 651 million cumulative subscribers .
However , even with these accomplishments , DNAP is still working to provide its subscribers with more interesting offerings . Millette Manalo-Burgos prompts Arjan Hoekstra , president and managing director of Discovery Networks Asia-Pacific , on where the network is heading and focusing on this year .
❝ I believe that our future growth in Asia-Pacific will come from having people on the ground . We are setting up new local teams and will be opening offices in the Philippines ,
Indonesia , Malaysia , Thailand and South Korea this year .❞
— Arjan Hoekstra , President and Managing Director , Discovery Networks Asia-Pacific
The challenge is not just to attract more viewers , but also to retain them . So , more great content and a wider variety of it , are required .
We are continually adding to our library , especially with more local productions and locally relevant content . The slate of exciting titles coming up this year include titles such as Running Wild With Bear Grylls and Man vs Expert on Discovery Channel , The Fabulous Baker Brothers : A Bite of Britain and Fun Taiwan All-Stars 2 on TLC , and Totally Rubbish on Discovery Kids .
We have a robust portfolio of channels that caters to different target segments . We launched Investigation Discovery ( ID ) in India , and recently Discovery Kids
in Australia . We have DMAX , a lifestyle channel for men , Eve , a factual entertainment channel targeted at women , and recently supersized our flagship lifestyle channel TLC with the inclusion of bridal and family reality content . We now also offer sports programming to our viewers through Eurosport and EurosportNews .
By widening our appeal , this has led to a healthy growth of our audience in Asia-Pacific .
Discovery Channel Asia has always supported innovative means of producing content such as encouraging filmmakers to shoot and edit video using mobile phones , for example . Will the channel continue to support such initiatives ? Hoekstra : Technology is constantly evolving and the ways and means to access content are always changing . We are constantly looking to leverage new platforms to make our content more accessible to viewers , and to provide a more all-round viewing experience . So we would definitely consider innovative approaches or opportunities that support our business .
Speaking of innovation , what can you say about the new media platforms , such as OTT and Internet-based TV , being deployed in the region ? Do you see Discovery Channel Asia content being delivered via these platforms ? Hoekstra : We have always been platform-agnostic and opportunistic by utilising new platforms and screens to deepen our audience engagement . Our aim is to reach as many viewers as possible , so we will go where the viewers are , working with our platform operators .
Where do you see Discovery Channel Asia heading in the near future ? What ’ s in store in terms of growth of the company in Asia-Pacific ? Hoekstra : I want to see us grow organically in the next few years and we will be on the lookout for
Discovery Asia ’ s offerings include Running Wild With Bear Grylls on Discovery Channel ( top ), Wild But True on Discovery Kids ( middle ), as well as Fun Taiwan All-Stars 2 on TLC ( above ).
❝ We have a robust portfolio of channels that caters to different target segments ... By widening our appeal , this has led to a healthy growth of
our audience in Asia-
Pacific .❞
opportunities . I believe that our future growth in Asia-Pacific will come from having people on the ground . We are setting up new local teams and will be opening offices in the Philippines , Indonesia , Malaysia , Thailand and South Korea this year .
Our local presence will enable us to forge connections and be closer to our partners , be more tactical in our approach in terms of opportunities , and to better cater to individual market needs and sensitivities , for example , through localisation .