Overview

Channels

Discovery Networks Asia is the Asian division of Discovery Communications, the number-one non-fiction media company, dedicated to educating and providing people with the opportunity to explore, appreciate and learn about the world's richness and diversity. Through TV and digital media, Discovery's 100-plus worldwide networks include Discovery Channel Animal Planet, Discovery Science and Discovery HD, reaching over 1.5 million cumulative subscribers.

In Asia-Pacific, seven Discovery brands are distributed in 24 countries with programming customized in eight languages.

Launched in Asia in 1994, Discovery Channel is the anchor of Discovery Networks Asia's channel portfolio. It offers a lineup of real world entertainment and reaches over 149 million homes in Asia-Pacific including India. A joint venture between Discovery Communications and BBC Worldwide in Asia, India, Europe and Latin America, and wholly owned by Discovery Communications in Italy and the UK, Animal Planet offers animalrelated programming and is distributed to some 142 million homes in the region including India and 296 million homes worldwide. Discovery Science examines the impact of science and technology on everyday lives and reaches more than 3.5 million homes across the region. Discovery HD is a high-definition TV network offering factual and lifestyle entertainment. Internationally including the US, Discovery's HD services reach over 10.8 million households. Discovery Travel & Living, a Discovery Lifestyle Network, provides a mix of lifestyle programming on travel, food, design and décor, and is distributed to over 124 million homes in Asia- Pacific including India. Another Discovery Lifestyle Network, Discovery Home & Health caters to women aged 18 – 45 and offers programming on relationships, babies, beauty and wellbeing reaching more than 4 million homes in the region. Discovery Real Time is a male-focused network featuring practical and motivating programming that encourages viewers to make the most of their free time. Across Asia- Pacific, this Discovery Lifestyle Network is distributed to over 2.5 million homes.

Key Affiliates

Singapore – Starhub Cable Vision Ltd

Malaysia – ASTRO ALL ASIA NETWORKS plc (ASTRO)

Hong Kong – Cable TV Hong Kong / Hong Kong Cable, PCCW Limited

Philippines – Skycable,

Destiny Cable and 121 other cable systems

Thailand – TrueVisions UBC

Indonesia – First Media, Indovision, Astro Direct Vision

Australia – Foxtel, Austar

Korea – Skylife and 81 cable systems

Taiwan – 62 cable operators

Japan – Skyperfect, J:Com

China – programming blocks

Creative Agencies

Discovery Networks Asia has no pan-regional agency of record, but we engage creative agencies throughout the region as well as produce work in-house.

Media Buying Agencies

The bulk of the company's media buying activities is handled by media agencies in key territories We have no regional media agency of record.

Public Relations Agencies

We have agencies in Singapore, Malaysia, Hong Kong, Philippines, Thailand and Australia on retainer contracts, while agencies in China and Taiwan are hired on a project basis.

Current Marketing Activities

Within the region, the company has on-going consumer marketing efforts with dedicated in-market teams in Beijing, Hong Kong, Taipei, Singapore (which oversees Southeast Asia), Sydney and Tokyo.

How has the marketing focus changed or evolved during Discovery's time in Asia?

As the cable and satellite industry has matured and penetration rates have increased in key territories, the marketing emphasis has shifted. A decade ago, much of the focus was on driving distribution of networks or platforms. While this is still the case particularly as digital platforms and HD roll out, network marketing and communication efforts are increasingly focused on driving audience tune-in with consumer/ programming focused press campaigns playing a key role.

The bulk of Discovery Networks Asia's marketing investment is focused on the consumers, but often the investment is in co-operation with affiliates. Japan, Taiwan and Australia are among the major markets, with South East Asian markets such as Malaysia, Hong Kong and Singapore also key. There are also B2B marketing programmes focused on advertisers and affiliates in key markets.

The advertising sales marketing piece of the business has grown in recent years as cable and satellite advertising has grown, and with it, the importance of this revenue stream to the business. Trade marketing ranges from developing electronic tools for on-going communication with agencies and clients, to above the line activities in trade media.

Case Study 1

World Café: Asia on Discovery Travel & Living

World Café: Asia premiered on Discovery Travel & Living earlier in March this year and aired across key markets in Asia- Pacific including Singapore, Malaysia, Hong Kong, Philippines, Taiwan, Australia and New Zealand. Fronting this series is a new face on the channel - Bobby Chinn, who was chosen as he is a well-heeled traveler and passionate foodie. Prior to publicity generated for the show, Chinn was more known for being a chef and a restaurateur in Hanoi, Vietnam and in this case it was the content which made Chinn known to regional audiences and expanded his potential. To garner awareness and interest for the show among journalists from Argentina, Australia, Hong Kong, Malaysia, Mexico, New Zealand, Philippines, Singapore and Taiwan were flown to Hanoi, Vietnam to experience Chinn's life, sample the food at his restaurant, and visit some of the locations that were featured in the Hanoi episode of World Café: Asia.

In terms of marketing efforts for the series, we placed print advertisements in key publications across the region and conducted radio contests in Singapore and Malaysia. Online program banners were also created to add more buzz around the series.

In Singapore, it was timely that the annual World Gourmet Summit event was taking place close to World Café: Asia's premiere. By that time, Chinn's profile had been raised and he was invited to host a dinner event held at the Conrad Centennial Singapore which saw over 300 people including 17 members of the local media in attendance.

Our efforts resulted in over 70 articles being published about World Café: Asia worth an ad value of over

USD360,000 and reaching more than 9.8 million readers in Singapore, Malaysia, Hong Kong, and Philippines. Looking at our spend for the press trip and ad value of press clippings generated, it translates to a ratio of 1:14 in terms of PR cost of execution against editorial worth, and 1:16 for marketing cost of execution against ad worth.

Overall, this 13 part 30- minute series sponsored by Sony Electronics Asia Pacific Pte Ltd rated very well across all markets in which it aired, performing above primetime and slot average.

Case Study 2

Everest: Beyond The Limit on Discovery Channel

We engaged Mark Inglis, a climber profiled in the series as well as Mark Rogers, the photographer who captured the Everest journey to promote our six-part series Everest: Beyond The Limit. Inglis is the first double amputee to summit Everest. He has authored several books and is one of New Zealand's leading motivational speakers, so we capitalized on these talents to reach out to our audience, as the subject of his talks and books were tied to his achievements on Everest and the series. We were able to bring Everest even closer to our viewers through Mark Rogers' stunning photographs, and also provided a unique opportunity to pick up tips from a worldclass photographer.

The characters featured in Everest: Beyond The Limit were from different backgrounds, and each had their own stories and challenges to overcome – elements that viewers can identify with and make for compelling television. The show also featured a TV first – utilizing cameras attached to Sherpas' helmets, we were able to bring viewers along on the climbers' journey as they pushed themselves beyond the limit.

Everest: Beyond The Limit aired across key markets in Asia- Pacific. Press events were carried out in Singapore, Malaysia, Hong Kong, Taiwan, Australia and New Zealand, during which media were treated to a preview of the series and also got to hear firsthand from Mark Inglis about his amazing journey. All markets received special Everest press kits and specially produced Everest items. Phone interviews with Mark Inglis were conducted prior to the press event, targeting key long lead publications in the region.

In Singapore and Malaysia, we organized motivational talks by Mark Inglis and autographsigning sessions where members of the public met and heard about Inglis' inspirational achievements in person. We also provided a unique Discovery experience through the Everest: Beyond the Limit Exhibition in these markets. Visitors to the exhibition were able to learn more about Everest and the climbers' experiences, and had the chance to win Discovery Channel premiums through several interactive components. In Taiwan, Inglis' talk was held at the Taipei International Convention Centre which had translation facilities that allowed attendees to listen to the talk in English or Mandarin using the headsets provided. The outdoor exhibition in Taipei was launched by the Mayor of Taiwan and had members of the Taiwan Deaf- Lympics as special guests.

Other press support included phone and face-to-face interviews as well as TV and radio interviews in some markets with Mark Inglis, and strategic tie-ups with selected publications with exclusive Everest premiums and autographed copies of Inglis' book as giveaways.

Our marketing efforts included print advertisements in selected publications in Singapore, Malaysia, Thailand, and Hong Kong; and in the Reader's Digest and the Cathay inflight magazine. Outdoor billboards were used in Taipei and Taichung in Taiwan, and ads on public buses in Singapore. Online marketing included programme banners on Yahoo! and the Discovery Channel website, and Discovery Channel's NeverMissDiscovery members received an EDM informing them of the series and the activities in the various markets. The series was also support on-air with crawlers and promos.

Overall, Everest: Beyond The Limit performed above average particularly in Taiwan where it achieved more than double the ratings for slot average (for the previous quarter), and in Malaysia with almost double the slot average.

More than 300 articles were published with feature articles in the region's key publications, both long-leads and dailies, generating an ad value of over US$1,658,000 and potentially making over 57 million impressions in Singapore, Malaysia, Thailand, Philippines, Hong Kong, Taiwan, Australia and New Zealand. The ratios for the PR cost of execution against editorial worth came to 1:22 while marketing cost of execution against ad worth came to 1:7.

Discovery Channel is producing a second season of Everest: Beyond the Limit.

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